I’m not a movie star. I’m a brand name. Van Damme is like Levi’s. I go on vacation, and everywhere I go, people love me for my name, not for my movies.” 

Jean-Claude Van Damme

When should you change your brand name?

Mini Case Study: Danone or Dannon?

Companies market brands under different names or spelling for many reasons. When French dairy company Danone entered the US they found consumers could pronounce Dannon much easier. The name was changed.

In the same way German bakery Dr Oetker found that Italian consumers could not relate to a German pizza so launched in Italy under the name Cameo

In this lesson you’ll learn the key elements of building a sustainable export brand and 5 principles for naming export brands and the 5 secrets of successfully trademarking them!