How nicknames can damage or benefit a brand, Chevy vs. “Fix it again, Tony!”

by Éléonore Toubin

Fiat entered the American market in 1908. At the time, it wasn’t yet known as “Fix it again, Tony!”; the nickname was actually crafted some 60 years later in the 1970s and 1980s when some Fiat owners reportedly encountered problems with their cars. From then on Fiat got a reputation for making unreliable and poor quality cars. The nickname “Fix it again, Tony!” was coined as an acronym for Fiat and intended as a joke. However it stuck, to the…

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The importance of brands and the protection of their rights to ensure quality products and safety for the consumers

by Éléonore Toubin

Buying a product from a brand is like making a deal: the brand guarantees you that you are buying a quality product. For a firm, a brand is a precious tool to help ensure loyalty and development; it is putting its reputation on the line. Thus a firm must pay close attention to its brand and any fraudulent use that could be made of it. That is why the law, both national and international, enables firms to register a trademark….

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& Fashion

by Éléonore Toubin

Gianluca Billo, Managing Director of Nomen Italy, tells us about the macro naming trends in fashion in his column “Naming Trends” in the Pubbico Today.   The fashion world has developed, over time, two major naming trends, identifiable with two well-defined types. The more traditional brand made ??of a name + surname (or surname only) is reminiscent of high fashion and has become a genre, a code: name and surname of the creator, designer, entrepreneur, reference to the house. Whereas…

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Is It Branding Or Is It Marketing?

by Camille Medina

Not that long ago we exhibited at the Great British Business Show / Business Startup Show in London(some of you might even have come to chat with us?). Well to be perfectly honest with you, this event made me realise that many people misunderstand what branding is; in fact, I would say that it is more of a confusion than a real misunderstanding. If you feel unsure about what branding is or if you would simply like a refresher course,…

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