Will there be ‘brand’ new names?

Will there be ‘brand’ new names?
The Times of India

Bangalore: Bangalore IT.in or Bengaluru IT.in? Likewise Bangalore Bio or Bengaluru Bio? With Bangalore all set to turn into Bengaluru — its original name — the city’s biggest trade events could also undergo a metamorphosis.

While some of the brand pundits are not in agreement with changing the name of such jamborees, a few feel that Bangalore IT.in becoming Bengaluru IT.in will not make much of a difference as they sound alike.

STPI director B V Naidu feels that while retaining the ‘Bangalore’ brand name will be attractive for many, getting used to Bengaluru will not be tough. “It’s too early to comment on this, but I feel Bengaluru IT.in will fit in eventually. Both the names sound reasonably similar,” he says.

According to some experts, changing the name of such big events will work at the grassroot level, but may be not so on an international platform. Brand guru Harish Bijoor is of the opinion that there could be quite a bit of confusion if the name is changed. “It’s going to jar for a short to medium term. But eventually people will get used to it just like Mumbai,” he says.

There is, however, quite a lot of opposition for changing brand names of annual show-piece events like the IT.in or the Bangalore Bio. Says former president of Bangalore Chamber of Industry and Commerce (BCIC) S Chandrasekhar: “One should not tamper with the names of big events. Some of these are well established and are global brand names. A lot of effort would required to rebrand them.”

According to some, the change of name would work better with smaller organisations and regional trade events. “Localisation is always good with regard to domestic and national events,” says Bijoor. “A brand is largely a thought. From that point of view each one’s perspective varies.”
All said and done, a lot many of the Bangalore trade organisations may go in for a change of name. Says Chandrasekhar: “I hope they retain the name of the organisation (BCIC). At least for the time being.”