Desi Brand, Videsi Appeal

What’s in a name? That which we call a rose;

By any other name would smell as sweet.

Or so, thought Shakespeare!

Doesn’t quite go well, if you are talking about naming your new brand though. While the logical approach is going with a local, relatable name that appeals to all and can easily be pronounced. But then there comes a brand like F.C.U.K (French Connection U.K) that defies it all. Is it French? Is it English? And a rather objectionable name to pronounce.

Taking a look closer home, things are quite surprisingly different as well. There is an utter obsession among Indians pronounced with foreign brands and the market has only adopted and cultured itself to the same. India’s history with the British reigned in foreign brands like Vicks, Cadbury and Horlicks and even after several years post-independence, Indians find certain glamour attached to foreign brands and this gave rise to Indian companies adopting foreign names to appeal to an India that equates foreign brands with quality and luxury. This niches out from a general ideology that the best comes from the west.

Consider this. Munich Polo in spite of being an Indian brand sells itself as a German one. Its website uses German language to depict Munich’s rich cultural heritage from where they derive their inspiration and dresses up fair skinned children as their models to propagate the German feel associated with the brand.

There hasn’t been an explanation on the German name by the brand so far and same goes the case for Da Milano Italia and Franco Leone. Both, Indian brands with names having an Italian origin. Koutons is another popular Indian brand that uses foreign models to advertise their collection under a foreign name.

The trend isn’t quite restricted to apparel and accessory merchandising. Fiama Di Wills, a brand with a range of personal care products is another Indian brand in disguise along with La Opalo that sells a range of tableware.

And just a wild guess here, you thought Allen Solly was a foreign brand as well, didn’t you? Aah! Those foreign models pictured in foreign locations could be hard not to fall for.

Unarguably, these foreign names have clearly worked for these brands and we’ve grown to realize how important it is to name your brand right.

Gladly for you, we know it all and understand how difficult it is to come up with just the right name, the logo and an outlook that clicks. Give Jetbro a call for any such queries and more!

Originally published at technomugs.tumblr.com.