Carlton Blues - NSW Blues
Collingwood Magpies - Western Suburbs Magpies
Essendon Bombers - Brisbane Bombers
North Melbourne Kangaroos - Australian Kangaroos
Richmond Tigers - Wests Tigers
Western Bulldogs - Canterbury Bankstown Bulldogs
Not really new.
To be fair, many of those names have been around for 100 years, not necessarily officially but definately colloquially. And all (bar bombers) were created before we had this massive global market.
When North Melbourne were called the Kangaroo's the people of Melbourne wouldn't have followed the Austaralian RL team and many wouldn't have even known there was an Australian RL, much less that they were called the Kangaroo's. The same goes for the other names. When the names were created the poeple creating them didn't have to take into account that there was another big club out there that were already synonumous with that name.
This is not the case for Brisbane. In this day and age most people in this country know that there is already and existing club using that name and it's not a common name like Tigers or Magpies which has several teams around the world using it.
I can only assume they've picked it, to create this kind of controversy and get extra publicity.