June 5, 2006
Korea Company Naming is Going Glocal
Korean companies are slowly but surely changing over to English corporate identities, according to the Korea Times. Of the 715 companies on the KSE, 28 have opted for English brand naming, while 23 of 925 companies on the "tech-heavy Kosdaq" have done the same.
- Taepyongyang, Korea's No. 1 cosmetics and health care products manufacturer has changed its name to the AmorePacific Corporation
- Ssangbangwool, one of Korea's top underclothing corporations, will now be known as TRYBRANDS, Inc., named after its top selling "Try" line
- Mukunghwais, a bath product maker, is now Huenco, a name formed by combining the first two letters of the English words: human, environment and cooperation.
I think these kinds of changes are unavoidable as English entrenches itself as the language of globalization.
In an earlier post titled “Konglish Gives Korea Businesses a Bad Name”, I discussed the difficulty many South Koreans have writing in English. Therefore, it would be interesting to see how the other Korean companies choose to change their names to English.
Two years ago the Asia Times ran an article outlining the challenges South Asian languages face in a world run by English Web pages and English–speaking business interests.
The Asia Times introduced the idea of "glocal" English, that is English with a "local" flair. Already, more Asians speak English than any other population. English is a fluid and changing language and it is therefore expected that glocal English will likely affect and influence the way we speak in English-speaking countries.
To this end the Asia Times referenced the old Malay saying: "your mouth is your tiger".
Apparently, so is your brand name.
Posted by William Lozito at June 5, 2006 11:09 AM
Posted to Apparel | Brand Architecture | Brand Naming | Branding | Company Naming | Health and Beauty | Linguistics | Marketing | Naming | Product Naming
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