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introduction
In today's increasingly culturally sensitive global marketplace, the brand name "Black Toothpaste" has gradually shown signs of being out of place in its decades-long market history.
Brand Identity Crisis: From "Black Toothpaste" to "Good Come"
Originally, the name came from the founder's confidence in his unique formula, as well as the curiosity and desire for exoticism in the market at the time. However, over time, the black smiling image and name, which were originally the brand's signature, began to cause controversy in the public eye and were considered a sign of cultural insensitivity, which had a big impact on the brand image.
The response of the market was swift and sharp, and the voice of consumers began to change, from the initial curiosity and acceptance, to the later questioning and reflection. A brand's identity crisis is not just a matter of name, but also a big question of how companies can adapt their cultural stance to a global perspective while remaining competitive in the market. This reshaping of identity inevitably triggered a series of chain reactions, from the adjustment of internal brand positioning to the redesign of external market strategy, every link is full of challenges.
In the process of deciding to change the name to "Haolai", the brand is not only looking for a new name, but also redefining its brand story and market positioning. This change, although full of controversy, is also an irreversible trend in the development of the brand.
When brands encounter political correctness
In the global business arena, a brand name is more than just an identity, it often carries deep cultural meaning and emotional value. However, when a brand name crosses borders, it can take on a very different look in different cultural contexts, sometimes leading to unexpected controversies. For example, a brand name that is well-known in Western markets and has a positive connotation may mean something completely different in Asian or other languages, or even an impolite or offensive expression.
Take "PeeCola", for example, an African beverage brand whose name can be local and appealing in the local dialect. However, when the brand tried to enter the English-dominant market, the "pee" (urine) in its name clearly caused strange eyes and discomfort from English-speaking users. This cultural difference is not only linguistic, but also goes to the heart of cultural sensitivities and brand identity.
It's not uncommon for brands to encounter cultural barriers in the process of globalization. The key to solving this problem is that brands must have a deep understanding of and respect the cultural characteristics of their target market. This involves not only sensitivity to language, but also understanding local social customs, religious beliefs and historical backgrounds. For example, some brands need to take special care to avoid products that use beef ingredients when entering the Indian market, as cattle have a sacred place in Indian culture. Similarly, brands entering the Middle East market need to consider whether their products meet halal standards.
However, adjusting and adapting to these cultural differences is not always straightforward. Sometimes, a brand can inadvertently cause controversy in another market in order to cater to the specific needs of one cultural market. For example, a well-known sports brand has launched sportswear specifically designed for Muslim women in order to respect the cultural habits of women in the Middle East, which has received a positive response in the Middle East market. However, the move has sparked a debate about acculturation versus plagiarism in Western markets, with some consumers believing the brand is sacrificing its brand values.
Political correctness in brand strategy is no longer an element that can be ignored. Finding balance in the global market, respecting and integrating into the local culture has become an integral part of the brand's internationalization. How to maintain the core value of the brand while achieving cultural sensitivity and respect is a challenge that every brand that goes international must face.
Consumer response and brand loyalty
The decision to rebrand is often made out of strategic repositioning or in response to changes in the external environment, such as legal issues, market expansion, or brand renewal. However, this decision often makes waves in the minds of consumers, especially those loyal customers who have a deep affection for the old brand. Consumers' responses to a brand name change can be multifaceted, ranging from outright acceptance to backlash.
First, for consumers who have a long-standing emotional connection to the brand, a brand name change may be seen as a betrayal. For example, a long-established brand that decided to change its name because it needed to remain competitive in globalization may suddenly find itself losing a portion of its loyal customers. This segment of consumers may feel that their cherished brand memories and values are being abandoned, and this feeling can trigger strong emotional responses and even overt opposition and boycotts. A brand name change is not only a trademark change, but also a cultural and emotional remodeling, which will trigger a series of complex psychological activities in the minds of consumers.
However, a brand name change is also likely to have a positive market response, especially among younger consumers or new markets. These consumers may be less sensitive to the brand's history and traditions, and more concerned about whether the brand can deliver innovative and up-to-date value. For example, a traditional brand that repositions itself as an eco-friendly and sustainable brand by changing its name may appeal to younger, more environmentally conscious consumers. In this case, a brand name change can be seen as a positive market adjustment strategy that helps the brand to capture new consumer trends and market opportunities.
In the process of brand rebranding, how to balance the emotions of old customers and the needs of new markets has become an important challenge. Brands need to reduce consumer upset through an effective communication strategy and explain the need for a name change and the benefits it brings. At the same time, brands also need to retain some core elements in the rebranding process to maintain the loyalty and emotional connection of existing customers. This balance is not only a test of the flexibility of the brand's strategy, but also a demonstration of the brand's ability to respond to market changes.
Strategic Choice: Global Integration or Local Customization?
From a global perspective, rebranding is faced with a core decision: whether to pursue the unity of global integration, or to emphasize the individualization strategy of localization, which is not only a question of strategic choice, but also involves how the brand can maintain its core values in different cultures while flexibly responding to the needs of the local market.
Take, for example, fast-food giant McDonald's, which has managed to maintain the unity of its brand on a global scale, with the iconic Golden Arches and the slogan "I'm lovin' it" resonating around almost every corner. However, when McDonald's entered the Asian market, it faced a considerable challenge: how to adapt its products to local tastes without losing its global brand image? This strategy not only allowed McDonald's to gain a foothold in new markets, but also successfully deepened its global and local brand image.
epilogue
This seemingly balanced strategy is actually challenging. On the one hand, brands need to ensure that global standards are consistent and that consumers can experience the same quality of products and services in any country, while excessive localization can lead to confusion in brand messaging and even loss of core competencies of global brands. Finding the right balance between global unity and local diversity is a question that every brand that aspires to successfully reinvent itself in the global market must face.
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