Adam FerrierFriday, 01 June 2012 14:00
Branding, Advice on using local brands internationally when selling products into overseas markets: Start-up Mentor Adam Ferrier
Should I use a local brand in overseas markets?
I’m looking to sell my products internationally. Should I change my brand’s name to cater for these new markets?
We live in a hyper-connected world. Unless the name of your brand means small penis in Spanish, I would be inclined to keep it the same.
In fact, there are very few reasons to change it. A brand name, at best, gives meaning to your brand. For example, Bakers Delight communicates “fresh”, however, other names are just a bucket within which to contain brand meaning – like Amazon.
It doesn't mean anything but can mean everything. So don't worry about your name having to mean something or be motivating in every market.
Furthermore, there are many practical reasons to keep your name the same around the world: It's simpler; you get economies of scale; it's significantly less complex; and you create a unified global company.
Still, it’s a nice problem to have!
Adam Ferrier is a consumer psychologist and founding partner of Naked Communications Australia. He began his career as a forensic psychologist. Adam then had a stint at Saatchi & Saatchi before starting Naked Communications in 2004. He was also State under-12 Chess Champion in WA. Follow him on Twitter.
Ask Adam or any other StartupSmart mentor a question here.
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