Sunday, October 4, 2015

Branding and Brand name

ISIS Chocolate
Isis Chocolates originally went by Italo Suisse but decided in 2013 to look for a new name—Isis. It turned out to be a bad call. In the summer of 2014, the Islamic State of Iraq and Syria (ISIS) began releasing its now-notorious murder videos, and stores started refusing to stock the chocolate. The brand's new moniker, Libeert, is the surname of the company's owners, and hopefully won't give them trouble.

When acquired immune deficiency syndrome (AIDS) emerged in 1981, the makers of Ayds diet candy didn't think the disease constituted enough of a threat for them to change the name of their product. By 1987, with an epidemic raging, they'd changed their minds. "Obviously, with a name like Ayds, we'll have to do some re-marketing," said CEO Robert Berglass. But the new name—Diet Ayds—was nearly as bad as the old one. And—shock of shocks—it didn't work, and the candy disappeared.

Harris Interactive released a poll that included the most hated brands in existence, and only one brand had stayed on the list for five straight years between 2009 and 2013. Guess what. It was AIG, the company at the center of the great fiscal meltdown of 2008, and the one that we taxpayers bailed out to the tune of $85 billion. The survey results suggest that new name can't mop up a messy past. After all, AIG had officially changed its name to Chartis in 2009. But no matter: In a curious branding 180, the company announced in 2012 that it decided to go back to AIG, along with adopting a new slogan: "Bring on tomorrow." Oh, Man…

Malaysians Airlines
Malaysia Airlines lost two planes in five months last year. (Flight MH370 disappeared in March 2014, and MH17 went down in Ukraine in July 2014) Shortly after the second accident. New CEO Christoph Mueller aims to restore profits by 2017 as part of a $1.7 billion restructuring. Those efforts could well include a name change, an idea that a number of airline industry experts say would make sense. For now, the Malaysia name is still on the planes—though 10 percent fewer of them are flying.

Longer name is a better watch?
When I was about to addict to Watch, friend of my age told me… well, if you look for good watch, you MUST get the longest name… I was puzzled…well, yes, he added

Name like Patek Philippe (14), Audemars Piguet (15), Jaeger LeCoutle (15) Girard Perregaux (16), Vacheron Constantin (19),  Frederique Constant (18),  International Watch Company (27)…. 

Wow, that is quite Correct, they were big names comparing with those watches with shorter name at that time…Tissot (6), Titus (5), Titoni (6), Longines (8), Certina (7), Rodania (7), Seiko (5), Citizen (7),

.... since then When I bought watch, I looked at the line of long name… first…

But Recently do you feel that there are exception?

Oh yes, One of the oldest and clamied never had a Quartz watch made by Blancpain, Rolex, Omega, Breguet,  Ebel, Cartier… are they coming with Shorter name … They are great watches too!  I think no one will not disagree.

Correct… so name is made with his own history and that cannot be changed easier… has even heard of a watch company changing it name!?

Have you notice that one watch vary two different names of their watch!?
What is that?

Oh yes, International Watch Company, IWC…. I always consider the watch with longer name especially those Vintage watch with Italic writing on the dial fine line  International Watch Company” it is beautiful.. Do you think so?

Recently I have been informed that one of the most profitable Swiss new watch company had designed watch with added Erotic cult? Or I should say new Gadget, has the watch company run out of idea!?
Well, I don't feel good at that at first as that seems a bit filly to put something like those on the watch!?? Wanna show to the girl you meet at Soi Cowboy bar?
Sorry I say this as I love this brand and I it was surprise to see that!? I hope it is just once and that may create an auction price of HK$10M ? That is the plot? 

I trust that Company like Rolex will not do it in the coming ten or twenty years… well yes, all we know Rolex is so reserved about changes, at least changes not on this direction...but will it help to maintain the right brand name...Time will tell.
HK Snob

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