If a name change is part of what GWS needs to finally break through in rugby league heartland, then Giants coach Adam Kingsley will be on board.

A rebrand is on the cards for the AFL club, with president Tim Reed saying the "Greater Western Sydney" still lacks recognition in the area after 15 seasons.

The club unofficially dropped "Greater Western Sydney" in 2018 and is branded as the "GIANTS", though they are still listed as GWS Giants by the AFL.

Despite surpassing a record 30,000 members this year, questions remain about the viability of the AFL club in western Sydney - a region boasting an estimated population of nearly three million.

AFL great Gerard Healy, in April, wrote in an SEN article that only 97 boys from the 14 clubs in the region had signed up for 13-and-under football so far this season.

Giants coach Kingsley said he didn't have a strong opinion on the rebrand, but remained open.

"To be fair, I haven't given it overly too much thought," Kingsley said on Thursday.

"The reality is this club's trying to connect with our people out in the western suburbs of Sydney. If a name change is going to help us connect even further, then that's what we explore.

"We like to think we're quite innovative with how we do things out here, and always trying to better ourselves and serve the community.

"That's our mindset behind it, and we'll continue to find ways where we can do that better."

A possible rebrand comes as GWS prepare to welcome a new chief executive, with inaugural boss Dave Matthews to step down at the end of the year.

The 14th-placed Giants (3-5) will finally return to their ENGIE Stadium for the first time since round two, hosting second-last Essendon (1-7) on Saturday.

Defender Jayden Laverde will line up against his former side for the first time after being handed a career lifeline as a rookie last year.

Laverde played 145 games across 10 years for the Bombers before joining former teammate Jake Stringer at GWS.

The 30-year-old has since earned a two-year deal to stay at the Giants, impressing as cover for injured star Sam Taylor (hamstring).

"We're pretty reliant on him at the moment," Kingsley said.

"It'll be his first game against the Bombers, so there'll be a little bit extra (emotion) for him."