Design change in brandname
16
Nam & Yen Production
description
Many products share different names in different geographies for marketing reasons: Some names don't work well in some geographies or languages. They have negative implications or meanings, it’s linguistics matter. Others: historical matter, economic matter, cultural matter.
Transcript of Design change in brandname
Nam & Yen Production
What for today?
Case studies:
Camera
Car
Ice-cream
Reasons why they change designs/logo/brandname
Category: camera
Product line: Canon EOS 600D
REBEL Kiss
1st reason: Cultural features
US
They want something stylish and revolting
Japan
They prefer gentle name
2nd reason: Grey market
Avoid the operation of buying & selling products in grey market. In US: Canon Kiss is not
guaranteed. In Japan: Canon Rebel is
not guaranteed.
Category: CarProduct line: Misubishi Majero
• When a word have negative implications or meanings in other languge
• In Spain, “Pajero” means “wanker” (masterbation)• Misubishi Pajero Misubishi Montero (Spain)
Reason: Linguistics
Caterogy: ice-cream
Same ice-cream by Uniliver
UK, Ireland, Vietnam, Thailand Germany
Reason: Historical matter
Original: Germany
In 1935
Original: UK
In 1922
They all inconic brandname with childhoodKids have grown with them
No change is better!
Summary
Many products share different names in different geographies for marketing reasons:
Some names don't work well in some geographies or languages. They have negative implications or meanings linguistics matter
Others: historical matter, economic matter, cultural matter
ThanksPrepared by Nam HUYNH & Yen LE
Vietnam
