Due to these special taboos in various countries, it is required that when designing brand trademarks for export commodities, we should not act at will but avoid what is taboo. The design of brand trademarks in the international market should comply with the local laws of the market country
The norms should also comply with international practices to facilitate the application for registration with relevant departments and obtain the exclusive right to use the trademark.
The design of a brand trademark should highlight the characteristics of the enterprise or product. The uniqueness of the brand trademark design can make the enterprise's brand stand out among thousands of brands and easily attract consumers' attention.
Brand trademark design should imply the efficacy or quality of the product to consumers. For instance, when the "Sprite" beverage first appeared in the Hong Kong market, it was named "Shi Bi Li" based on the common practice of taking auspicious names in Hong Kong and Macau, but the actual sales were not good. Later, it was renamed "Xue Bi", giving people the impression of being cool and thirst-quenching, and the product was subsequently accepted by consumers.
Among the hair care products sold by Procter & Gamble of the United States in China, there is a brand called "Piao Rou", which means "flowing and smooth hair". It can not only fully display the characteristics and quality of the product, but also leave consumers with a pleasant psychological aftertaste.
Different taboos in trademark design
1. Trademarks cannot use geographical names
Using geographical names as trademarks can only indicate the place of origin of the goods and cannot help consumers identify the producers of the goods. Moreover, it is likely to cause confusion about the place of origin. There are a large number of trademarks using geographical names in the domestic market, such as "Yellow River" brand cars and "Beijing" brand color TVS. However, it is best not to use geographical names for export trademarks because the trademark laws of many countries do not register geographical names on the grounds that they lack distinctive features and are shared by all, and should not be exclusive to a single producer. Even if some are registered with great difficulty, they still come with many restrictions. For instance, brands like Tsingtao beer and Zhonghua cigarettes encounter similar situations when registered abroad.
Second, the foreign language used in the trademark should not have the meaning of a surname
The trademark laws of some countries stipulate that using a surname as a trademark must be approved by the individual concerned. If the person has died not long ago, the consent of his or her legal representative body or agent must be obtained. Some of the English names attached to trademarks in our country happen to be the surnames of foreigners or have the meaning of surnames. For example, the English names of the trademark "Violet", "Forward", "Diamond", and "Swan" are respectively pronounced the same as or similar to the surnames of the British people Violet, Forvot, Diamond and Swanson. Such trademarks have encountered difficulties when being registered abroad, and some cannot be registered at all.
Third, it is not advisable to use numbers as trademarks
In many countries, using numbers as trademarks is considered to lack distinctiveness, and since numbers are shared by all mankind and should not be exclusively owned by a single producer, they are not registered. Some countries are very averse to certain numbers. For instance, in Western countries, "13" is regarded as an unlucky and dangerous number, and it is avoided as much as possible in any situation. In some countries, the laws stipulate that numbers can be registered as trademarks, but only if the trademark has been widely used or has become a well-known brand. Therefore, when designing trademarks for export goods, it is best not to use numbers as the subject matter.
Fourth, the text, graphics, colors, etc. of a trademark should avoid having any negative meanings
Some countries' trademark laws have made some special provisions based on their own customs or are contraindicated by custom. When designing brand trademarks for export commodities, it is important to ensure that they are in line with the social and cultural traditions of each region. They should not violate local customs and the religious beliefs of various countries, especially the taboos of different regions.
For example, the White Elephant brand batteries exported by our country sell very well in various parts of Southeast Asia. Because "White Elephant" is an auspicious thing in Southeast Asia, but it is ignored in the European and American markets. Because the English word "White Elephant" of "White Elephant" means something cumbersome, useless and annoying. It can be seen that no one would like it.
The "Blue Sky" brand toothpaste of our country was exported to the United States. Its translation name "Blue Sky" has become a bond that enterprises cannot recover, and sales have undoubtedly become a problem.
In China, deer are generally regarded as a symbol of happiness, liveliness and longevity, but in places like Brazil, they are a common name for "homosexuality".
The Japanese regard turtles as a symbol of longevity, while in China, turtles are taboo and cranes, pines and cypresses are regarded as symbols of longevity.
In France, the crane is a synonym for fools and lecherous women. Peacocks are beautiful in the minds of Easterners, but in France they are another name for promiscuous women.
The tulip is the national flower of the Netherlands. In Germany, it is a symbol of love, but in the eyes of the French, it is a heartless and unrighteous thing.
In Sri Lanka and India, elephants are regarded as a symbol of solemnity, while in the vocabulary of Europeans, elephants are synonymous with clumsiness.
In Islamic countries, pigs and designs similar to pigs are prohibited.
Dogs are regarded as illegal in North Africa.
The panda, which the Chinese people are proud of, is widely popular in Southeast Asia, Europe, America and other places, regarded as cute and clumsy. However, Islamic countries have a sense of aversion towards it. Westerners avoid using black cats, considering them inauspicious.
Rabbits are banned in Australia because they are a local pest.
The Japanese love cherry blossoms but are averse to lotus flowers and chrysanthemums, which represent the imperial family.
Arabs are prohibited from using the hexagonal star chart.
Orchid pictures are taboo in Italy.
Czechs regard the red triangle pattern as a symbol of toxicity.
France has banned the use of spades, considering them a symbol of the dead.
Americans use red to represent anger, dark to represent jealousy, blue to mean worry and yellow to symbolize cowardice.
Swedes have banned blue. In Western countries, black is considered unlucky, while in Eastern countries, white is regarded as unlucky.
The British are superstitious about yellow. The Chinese and Thais regard yellow as solemn, noble and powerful, while Ethiopians wear yellow clothes when holding funerals.
In Latin American countries, people associate purple with death.
The Japanese consider red and black as traditional colors and prefer them.
Green gives people a sense of coolness and tranquility and is widely popular in countries such as Italy and Singapore. However, the Japanese consider green inauspicious.
