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The company has reserved the MDLZ ticker symbol and is prepping a purple logo. For you. World globe An icon of the world globe, indicating different international options.
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If people cannot pronounce it, it will be harder to remember and harder to fuel word-of-mouth pyramids, social networks, and stock recommendation opportunities. The corporate name is important for investors, employees, and business partners with whom the company needs to do business.
Confusing what does it mean? Yes, a lot of languages are based on Latin, but busy people that are already too distracted multitasking are not likely to make the association between the new name and delicious world. Loss of Brand Equity. The brand associations with Kraft that already exist in the brains of prospective buyers and stakeholders will be lost. These have been built up for more than years and are the result of billions of promotional dollars invested in the Kraft brand. They are splitting the company in two.
Everyone that knows the Kraft name will understand it, feel comfortable with it, and live happily ever after. The newbies can easily learn it. It is certainly easier to learn than Mondelez. Not nice in Russian. If Kraft wants an international name, it should make sure it does not have negative connotations in international circles. Luckily for Kraft, none of the snack products to be placed under the Mondelez umbrella contain the company name. Oreo, Nabisco , Trident, and Cadbury are strong brand names that have their own identities.
The only place Mondelez is likely to appear is in the fine print on the product labels. Even so, for those that bother to read the labels more and more people do these days , there may be some negative associations when they see the name Mondelez as the maker of the products.
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