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