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What Will Be The Impact Of The Renamed Strategy?
< p > Bao's family has just released a message explaining the new name on the official micro-blog brand, and sent a statement to the media, hoping to unify the Chinese name in the future, with special emphasis on the need for no press release. < /p >
< p > but a series of cold treatment has not stopped fans' enthusiasm. The official micro-blog's comments on the butterfly fan burst the pot: "the price of collapse"? Should we not see whether there is homophonic ambiguity before making the decision? "The new name made me lose half of my interest in the brand" "no original name, high-end atmosphere"... < /p >
< p > "if this is the spread of such a spoof, the brand will be at a disadvantage in word of mouth." Yang Xilun, chief architect of CEO Brand Management Co., Ltd., pointed out in an interview with reporters. < /p >
< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201307/15/20130715084009_sj.JPG "/" < < > >
< p > behind this may be the helplessness of the brand. After the original name that had been widely disseminated and recognized by the public was first registered, Bao butterfly had to introduce this brand-new Chinese name. < /p >
< p > "name, whether it is a brand, a company or a group, is part of the logo. If it is not in a certain strategic spanformation, it needs to reverse the image of the customer in the past, or to further elaborate the brand connotation in a more precise way, it is not a wise choice or risk to change the name that has been known to the customers or the public." An unnamed luxury brand China company director stressed to reporters. < /p >
< p > < strong > the strategy behind rename > /strong > /p >
< p > compared with the helplessness and passivity of Bao's family, the renaming of Karing of "luxury group" appears to be "in control." Since 1963, the Pino group (Pinault), which was founded by Francois Pino in timber trading, is now open to the cloud. The five change is behind the constant adjustment and spanformation of the group's business. < /p >
In 1992, Pino group began its first spanformation. After buying Paris Spring Department Store (Primtemps), it shifted to the retail industry and changed the group name to Pinot spring (Pinualt-Printemps). With the acquisition of Redoute, a professional retailer, the name of the group was changed to Pino spring redo (Pinualt-Printemps-Redoute). The change of group name is closely related to the strategic spanformation of P. < /p >
< p > finally, the Pino family decided to focus on luxury and sporting goods. When the Paris spring department store, which is represented by the second letters in the name of "PPR", is stripped, and the future of the third letters is likely to be sold, the name "PPR" is no longer in line with the positioning of the group. < /p >
< p > comparing to the choice of family name, the Pino family launched a brand-new name, because in its view, this is the beginning of a new identity. "Francois-Henri Pinault", chairman and CEO of Kai Yun current group, explained in a statement: "updating our identity is the inevitable result of the spanformation of the group." (Francois-Henri) The new name not only reflects the changes of our business scope and business mode, but also fully reflects our new identity and corporate culture. < /p >
What is the impact of "P" renaming? "Brand is related to the ultimate consumer, so any change in name will affect the relationship between the brand and the consumer and then affect the sales. So the luxury brand for terminal consumers will not change the name of the brand, "Michel Gutsats, director of MBA and EMBA of Marseille School of Commerce, France," said. "But the group level is only related to investors and the media, so it is much easier to change the name of a group." < /p >
< p > as for the cost caused by the internal and external communication and the spread of the new content of the group renaming, a senior consulting firm executive who asked not to be named told reporters: "compared with a brand name change, the cost of opening the cloud is much smaller." < /p >
< p > but a series of cold treatment has not stopped fans' enthusiasm. The official micro-blog's comments on the butterfly fan burst the pot: "the price of collapse"? Should we not see whether there is homophonic ambiguity before making the decision? "The new name made me lose half of my interest in the brand" "no original name, high-end atmosphere"... < /p >
< p > "if this is the spread of such a spoof, the brand will be at a disadvantage in word of mouth." Yang Xilun, chief architect of CEO Brand Management Co., Ltd., pointed out in an interview with reporters. < /p >
< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201307/15/20130715084009_sj.JPG "/" < < > >
< p > behind this may be the helplessness of the brand. After the original name that had been widely disseminated and recognized by the public was first registered, Bao butterfly had to introduce this brand-new Chinese name. < /p >
< p > "name, whether it is a brand, a company or a group, is part of the logo. If it is not in a certain strategic spanformation, it needs to reverse the image of the customer in the past, or to further elaborate the brand connotation in a more precise way, it is not a wise choice or risk to change the name that has been known to the customers or the public." An unnamed luxury brand China company director stressed to reporters. < /p >
< p > < strong > the strategy behind rename > /strong > /p >
< p > compared with the helplessness and passivity of Bao's family, the renaming of Karing of "luxury group" appears to be "in control." Since 1963, the Pino group (Pinault), which was founded by Francois Pino in timber trading, is now open to the cloud. The five change is behind the constant adjustment and spanformation of the group's business. < /p >
In 1992, Pino group began its first spanformation. After buying Paris Spring Department Store (Primtemps), it shifted to the retail industry and changed the group name to Pinot spring (Pinualt-Printemps). With the acquisition of Redoute, a professional retailer, the name of the group was changed to Pino spring redo (Pinualt-Printemps-Redoute). The change of group name is closely related to the strategic spanformation of P. < /p >
< p > finally, the Pino family decided to focus on luxury and sporting goods. When the Paris spring department store, which is represented by the second letters in the name of "PPR", is stripped, and the future of the third letters is likely to be sold, the name "PPR" is no longer in line with the positioning of the group. < /p >
< p > comparing to the choice of family name, the Pino family launched a brand-new name, because in its view, this is the beginning of a new identity. "Francois-Henri Pinault", chairman and CEO of Kai Yun current group, explained in a statement: "updating our identity is the inevitable result of the spanformation of the group." (Francois-Henri) The new name not only reflects the changes of our business scope and business mode, but also fully reflects our new identity and corporate culture. < /p >
What is the impact of "P" renaming? "Brand is related to the ultimate consumer, so any change in name will affect the relationship between the brand and the consumer and then affect the sales. So the luxury brand for terminal consumers will not change the name of the brand, "Michel Gutsats, director of MBA and EMBA of Marseille School of Commerce, France," said. "But the group level is only related to investors and the media, so it is much easier to change the name of a group." < /p >
< p > as for the cost caused by the internal and external communication and the spread of the new content of the group renaming, a senior consulting firm executive who asked not to be named told reporters: "compared with a brand name change, the cost of opening the cloud is much smaller." < /p >
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