Nice company name (Name of large company and brand) 。 I don't want to discuss the importance of names here. Now let's talk about some famous business naming and renaming events.
When starting a business, in addition to pulling the team and looking for investment, it is also very important for entrepreneurs to name the company. As a saying goes, a good name is hard to find after a famous start. It is really a common thing to change the name of a good name because it cannot be registered and protected and infringed. Don't wait until everything is ready and you are ready to rush into the market to realize that your bad name can't impress consumers or that it is a stone hammer of infringement.
You may not know that the famous Google was called BackRub (web crawler) at the beginning. Lenovo is very bad. Do you feel a little confused? The shiny mobile phone giant Blackberry was originally called Research in Motion. Isn't it very academic and cold? Will consumers pay? Nike's former name was Blue Ribbon Sports. Wow, it's so smooth and soft. BUT cliffs and sporting goods are incompatible. As you can see, the result can only be changed! Change! Change! Achieved excellence and legend.
Nice company name (Name of large company and brand): Embrace change and take the initiative to seek change and rename events
Wal Mart's full name is Wal Mart Stores Inc., which has been used for 47 years, and the word Stores was removed in 2018. In 2011, Starbucks CEO Schultz decided to remove the word Coffee from the company. In 2017, Coach Group changed the classic name to Tapestry. Tapestry literally means "tapestry". In an interview with the New York Times, Victor Luis, CEO of Coach, Inc., explained the meaning of the new name in a poetic way: "This is a proper metaphor for our values - all kinds of unique colors weave the same picture together."
Nice company name (Name of large company and brand): Forced renaming of enterprises and brands
"I don't want to change, I'm forced" such a big company.
In 2011, Microsoft acquired the communication software Skype at a price of 8.5 billion dollars; In 2015, the EU court ruled that Microsoft could not register the trademark of Skype in Europe, because the trademark and name of Microsoft Skype were highly similar to those of Sky Broadcasting Group.
Nice company name (Name of large company and brand): Joking about the renaming of big companies and brands
The EU General Court ruled that "Skype" is too similar to "Sky" and is likely to cause confusion. The court held that, as far as the pronunciation similarity of these signs is concerned, the court has confirmed that the vowel "y" in "Skype" is not shorter than its pronunciation in "sky", and the pronunciation of "pe" is weak, so the pronunciation of Skype and Sky is too similar. In addition, "sky" is a basic word in English, and people can easily recognize it from "Skype".
Sadly, before that, Microsoft had been involved in a court case related to Sky. Previously, BSkyB had forced Microsoft to rename its SkyDrive cloud storage service OneDrive.
Microsoft is not forced hard, very aggrieved. But the first place in the grievance award should be New Balance, a famous American sneaker brand.
Nice company name (Name of large company and brand): Joking about the renaming of big companies and brands
New Balance has always been called "New Balance" in Hong Kong, Macao and Taiwan, and its official Chinese is also "New Balance". However, when it entered the Chinese mainland market in 2003, it had to change its name to "New Bailun", because "Newbalun" had been registered by mainland manufacturers first.
In 2003, New Balance re entered the Chinese market through the agency system, and was approved to register the trademark "New Balance" on Category 25 "Shoes". In December 2006, New Bailun Trading Company (hereinafter referred to as New Bailun Trading) was established.
But the Chinese trademark resistance war it faces is still not over. The owner of the Chinese trademark of "New Bailun" is a private shoe enterprise in Guangdong. Zhou Lelun, the boss, applied to register the trademark of "New Bailun" in June 2004.
At the end of 2007, New Bailun Trade raised an objection to the Trademark Office that the "New Bailun" trademark was suspected of plagiarism and imitation. In July 2013, Zhou Lelun requested the court to order the latter to immediately stop the infringement and claim compensation of 98 million yuan on the ground that New Bailun Trade infringed its registered trademark rights of "Bailun" and "New Bailun". In June 2016, the Guangdong Higher People's Court made a final judgment that New Bailun should compensate Zhou Lelun for 5 million yuan.
What a painful realization?! Five million things are small, and it is a bigger loss that we cannot share in the huge Chinese market for a long time! It is a basic business principle that the market remains unchanged and the trademark takes the lead. There should be no carelessness.
Nice company name (Name of large company and brand): The event of brand strategic positioning adjustment and renaming
More representative are several leading Internet brands in China.
How many people still remember Taobao Mall? Of course, we all know Tmall
It is said that when Alibaba just made this decision, most users refused: What is Tmall? I still eat the moon.
But they are the homonym of Tmall, the original English of Taobao Mall, and the name has been changed well. In their opinion, Tmall is inherently picky, elegant and tasteful, and has high requirements for brand and quality. Therefore, Tmall represents fashion, self, trend and quality, which is very consistent with the brand positioning of the platform.
Nice company name (Name of large company and brand): Joking about the renaming of big companies and brands
Facts have proved that this strategy is effective. Today, Tmall has become the core e-commerce brand of Ali, especially the "618", "Double 11" and other shopping festivals, which have been created later, have become national shopping festivals. On the day of "Double 11" in 2018 alone, Tmall platform created a turnover of 213.5 billion yuan.
Nice company name (Name of large company and brand): Brand business extension and renaming event
If Tmall has further refined its brand positioning, the following events will expand its business scope through name change.
At the beginning of its business, Didi was called "Didi Taxi" for short. At that time, the online car hailing market was in the ascendant. This name also reflected the focus and professionalism of Didi's business development.
Nice company name (Name of large company and brand): Joking about the renaming of big companies and brands
However, after several rounds of fierce subsidy wars, the merger of Kuaidi and Uber China has led Didi in the domestic online car hailing market. On September 9, 2015, Didi Taxi officially changed its name to "Didi Chuxing" and launched a new brand logo.
They explained that after three years of development, Didi has gone from a single taxi hailing software to a one-stop travel platform covering taxis, special buses, express trains, hitchhikers, valet drivers and buses. In the future, more new businesses will be launched, becoming a comprehensive portal for mobile travel and a super app for O2O life.
The new retail sample of Alibaba, Hema Xiansheng, did the same. The original "Hema Xiansheng" was renamed as "Hema" and upgraded from a new retail brand focusing on fresh food to a community life service brand. This strategy is appropriate and reasonable today when Hema has played a certain role.
Joking about the renaming of big companies and brands
In contrast, coaches who also want to change their names to complete the magnificent turn can not get so much understanding and support. After the announcement of changing the company's name to Tapestry, their share price fell the most in three weeks.
Although they want to help the company build a new and more inclusive image, after all, in addition to Coach, they have also won brands including Kate Spade, Stuart Weitzman, etc., but the new name is both difficult and abstract, which is far from everyone's expectations.
Nice company name (Name of large company and brand): Joking about the renaming of big companies and brands
From this point of view, Tan Ming wants to say: "For a brand, the name is really important. It not only affects business, but also concerns life and death! Cherish!"
