Question

Topic: Branding

Change 10 Yo Company's Name/logo Into 2 Companies?

Posted by lisa_blaufuss on 10/14/2008 at 8:57 PM ET 250 Points
I have a company called German Dressage. I train competition dressage horses and riders and compete at the international levels. I also breed dressage sporthorses. The company is located on the west coast. It was named German Dressage to play upon the indepth classical/german training and licensing both my husband and I have (He is German, I am American and the Germans are the best Dressage riders in the world).

I have represented America in several international events, including 2 in Germany. As time goes on, this will happen more and more. However, as an American riding for German Dressage, it doesn't make sense, in fact, it's almost comical. I would like to change the company name and create a new logo but people in southern california and Germany knows us as German Dressage. I have thought about keeping German Dressage, Inc. and creating 2 new companies under it, one for the competition/training (a new company name) and the other for the stallion breeding business (German Dressage Stallions).

My husband wants to keep German Dressage as everyone knows us as that. What would you suggest?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Peter (henna gaijin) on 10/15/2008 at 1:09 AM Accepted
    If being known is important, there are definite costs to changing names.

    If the issue is just that you feel foolish using German Dressage in Germany because you are American, but it is not affecting your business, I would not change. Only if the name causes confusion and it is costing you business would I change.

    Perhaps you can get away with fixing this by using a tag line that would be listed under your name that would explain this - something like "German Quality Dressage for America"
  • Posted on 10/15/2008 at 3:51 AM Accepted
    Try This! Identify at your company and the name from a third party perspective. Meaning, many people do not know about you being American unless you advertised that fact! So the fact of your being an American might not be known and so does not matter outside your company.

    Every business name resonates certain image for the company, you built a credibility over the years and it has acquired an identity for delivering certain quality services. You could unbalance this situation and lead people to believe in different perspectives.

    My solution: add a likable twist of caption naming under the company name/logo that connotes to something American or 50%American :). This way equity is balanced, feels fresh and also suited to connecting with new customers.
  • Posted by Jay Hamilton-Roth on 10/15/2008 at 8:21 AM Accepted
    You could migrate to German-American Dressage. It's not a major name change, and reinforces the key points you made. But keep you old name (to avoid a competitor getting it), and migrate to the new name slowly.
  • Posted on 10/15/2008 at 1:35 PM Accepted
    Dressage riders have a perceived reality that horses and riders from Europe are superior. Granted, not always the case but that doesn't matter since perception is more important than truth for marketing purposes.

    "Want to see my new imported warmblood?" sounds much sweeter as does the ability to brag about being instructed by Europeans.

    German Dressage is strong, has great emotional appeal and is established. It doesn't create conflict with the fact that you are a US citizen.

    Stick with it.

    Doug Emerson Profitable Horseman
  • Posted by Mikee on 10/15/2008 at 6:07 PM Accepted
    If you have great name recogintion I wouldn't change it. The only reason you gave was that it is confusing as an American competing for German Dressage. I think that confusion dissolves quickly as people learn that you are based on the west coast.

    I would keep your name.

    Mike
  • Posted on 10/24/2008 at 10:24 AM Accepted
    Check out this article. My husband and I are in a similar situation, except with dogs not horses. The basic methodology behind our training comes from Schutzhund (a test for German Shepherds breeding worthiness) which has become a sport for all breeds.
    Funny how those Germans have discipline and methods so well though out LOL.
    We also have a few aspects to our dog training club and are struggling with the same questions. Luckily for us the word Schutzhund is pretty obviously German so we didn't have to use the word German.
    Anyway, I'm not a branding or business expert, just was intrigued by your situation being so similar to ours.
    Here's the article, I like this guys site for other great articles as well.
    https://www.psychotactics.com/arttwins
    Annette
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)