Bottega Veneta Italy's Luxury Brand Has Taken A Step Towards Localization.

Bottega Veneta will soon have a formal Chinese name. This low-key Italy luxury brand has finally taken a step towards localization.

Ren Guoqiang, a partner of Roland Begg management consulting company, told reporters: "luxury brands have a Chinese name in the Chinese market is necessary, because most of them are complex or lengthy English names, and many consumers can not remember or even know how to pronounce them." This is obviously not conducive to the promotion of a brand in the Chinese market.

However, those consumers who are familiar with Bottega Veneta may be puzzled. Is "Po Tejia", which has always been called by themselves or the people around them, is the Chinese name of the brand? Opening the web page, whether it is brand search or many luxury news, also indicates: Po Ti Jia and Bottega Veneta are the same brand. Even the official micro-blog certification of the brand is still titled "Bottega Veneta- Bao Ti Jia".

"The brand I serve will soon introduce a brand new Chinese name." Not long ago, the summit of Bottega Veneta China CEO announced in a luxury forum. The implication is that "Po Tejia", known and well spoken by many luxury consumers, is not its official, official Chinese name, but will be crowned with a brand-new Chinese name in the future.

This is a pity. After all, a name has been widely disseminated and has a certain reputation. After a certain period of cultivation and accumulation, it is a problem for the brand to reverse the habit of addressing these groups and whether new names can be catchy.

"There is a certain impact, after all, many consumers and the public's cognition has been accustomed to that name, the brand has to re educate these audiences, promoting a name requires a lot of manpower and financial resources. Like the original name of Lexus's car brand, now it's called Lexus. Brand awareness needs long-term accumulation. Once it changes, it may lose all its efforts. " The industry believes that.

Is it necessary for a brand to give up a name with a certain mass base? In the opinion of the above industry, it is a wise choice to turn the name of the brand in a more accurate way, unless it is in a strategic transformation, or to further the brand in a more precise way.

I believe Bottega Veneta has not considered this. According to the reporters, in fact, Bottega Veneta did intend to officially launch the name "Po Tejia", which was widely spread among the public because of transliteration. But Bottega Veneta was late. When the brand was registered, it was discovered that the Chinese name had been registered by other enterprises.

"No matter at home and abroad, once the brand becomes famous," Li ghost "will appear in large numbers. This is the fact that the brand needs to register for the first time. He Bin, director of China's Kiton, told the newspaper reporter another lesson from the Chinese name of luxury brands. Herm s is a real case in the Chinese market.

The Chinese name of luxury brands is troubled. Bottega Veneta also has a widely known "folk title" in China, as well as the British luxury brand Burberry. Many industry people, the media and the public still call it Burberry. This also led to the fact that the PR staff of the brand had to call the media to correct their Chinese names when they saw the relevant news, but the brand also found that the news of the name "Burberry" had a better communication effect than "Boboli".

People familiar with the matter told this newspaper that Burberry used the name of the brand when it first entered Hongkong and Taiwan, and later officially launched the Chinese name Boboli in the Chinese mainland market.

"A luxury brand in the mainland is different from the name of Hongkong and Taiwan. This may be related to the original marketing mode of the brand, or the brand name registration is handled by the local agent, so there is a difference. But once a wise brand is discovered, such a mistake should be corrected immediately, otherwise there will be many problems in publicity and promotion, and it will also cause problems that the brand image does not bring to consumers." He Bin analysis.

In Ren Guoqiang's view, the name of Burberry has a strong gender color. Too feminine names will be bad for the development of brand men's business. This is also a reminder to luxury brands that when brands need to balance the development of men's and women's whole products, the Chinese names with strong gender orientation will have a certain impact on the promotion of business. A man who is full of masculinity is not willing to appear a brand full of femininity.

Nowadays, most Chinese names of luxury brands are similar to their English pronunciation. Transliteration is the most common way of naming, but Ren Guoqiang believes that a good Chinese name is more important to have a good symbolic meaning in words, give positive and positive associations, and then consider the similarity of pronunciation.

"The ultimate goal of making a brand is association and belief, so that people can have a good association name and get twice the result with half the effort." Those in the industry stressed.