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What’s in a name – Regional businesses may need to rebrand to move overseas
U.S. businesses turn to new names in order to appeal to a wider international audience.
Brands that resonate with a specific region touting “regional flavors” may find a large following and high profitability in the area, but it can cause companies problems when moving overseas.
Through shifting marketing tactics, Kentucky Fried Chicken changed its name to KFC in order to get rid of the association with Kentucky for expansion purposes.
International markets tend to respond more favorably to upscale offerings from the U.S. For example, a Chili’s location in Kolkata, India is located in a “glitzy mall” with high-end designers by Indian standards.
Philly Pretzel Factory – a brand with a location in its title –might have a few hurdles to overcome if international expansion is in the works, but the company thinks it can be a niche brand touting ethnic flavor in a foreign country.
“We don’t think of KFC from being from Kentucky or Manhattan Bagels from being from Manhattan” said President Marty Ferrill. “These brands just become the name instead of just where they’re from.”
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
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