Adidas and Puma were founded by two German brothers, Adolf “Adi” and Rudolf Dassler, who were initially partners in a shoe-making business. Their company, Gebrüder Dassler Schuhfabrik – Dassler Brothers Shoe Factory achieved success. Adolf and Rudolf Dassler started their shoe business together in their mother’s laundry room in Herzogenaurach in 1924. They gained recognition at the 1936 Olympics. The best part is that the brothers initially found success with their athletic shoes.  

But their relationship worsened, leading to a bitter feud and the subsequent split. Adolf founded Adidas, while Rudolf founded Puma. The rift between the Dassler brothers, who founded Adidas and Puma, stemmed from a combination of personal and business-related issues. Their contrasting personalities, business philosophies, and a significant misunderstanding during an air raid incident in World War II all contributed to their falling out.

As with many families, even Dassler brothers had tension from their families. The brothers’ wives did not like each other and with operating and living in the same villa, it eventually came to a head during World War II when the Allies were bombing Herzogenaurach, their village. As Adolf and his wife climbed into a bomb shelter already occupied by Rudolf and his wife, he exclaimed, “The dirty bastards are back again,” referring to the Allied forces. Rudolf felt that the remark was directed at him and his family. But Adolf meant it for the Allied forces. The Allied forces in World War II were an international military alliance formed to oppose the Axis powers primarily Germany, Italy, and Japan. The principal members included the UK, US, Soviet Union and China.

World War II significantly reshaped the world by splitting it into two opposing ideological blocs: the Western, democratic, capitalist bloc led by the United States, and the Eastern, communist bloc led by the Soviet Union. This division, known as the cold war, changed the geopolitical scenario and political dynamics. Dassler brothers Businesses had differing views on the business which led to a growing rift between the brothers. Similarly in some other incident Rudolf also muttered some ugly remarks which were not meant for Adolf, but the misunderstanding kept brewing. Further powering the feud was Rudi’s recruitment into the German military and subsequent imprisonment by the Allies. He believed Adi and his wife were responsible for getting him recruited. 

In fact, the bothers could reign the world: Adolf Dassler was known for his focus on product innovation and technical design, while Rudolf Dassler was a Master of Marketing and sales. They could do wonders. But frequent disagreements and tension within the company, made them officially separated in 1924, with Adolf establishing Adidas and Rudolf founding Puma. Sadly, the brothers’ feud extended beyond their business, dividing their hometown and creating a fierce rivalry between the two brands that continues to this day. 

Adidas is strongly associated with football. It’s a global leader in the sport, sponsoring major tournaments like the FIFA World Cup, UEFA Champions Leagues  as well as top clubs and individual players. Adidas’s long history in football, from pioneering innovative boots to supplying official match balls, has cemented its iconic status in the sport. Lionel Messi and David Beckham were long-standing associations with the brand. 

Puma offers hiking and trail running shoes with features like NITRO Foam and PUMAGRIP Attire for traction, they are more widely recognized for their athletic footwear, apparel, and collaborations in football, running, and other sports. Puma’s Explore NITRO hiking shoes are a recent entry into the outdoor market, designed for various terrains. Puma is associated with a wide range of sports, including football, running, basketball, golf, and motorsport. They also have a strong presence in track and field and team sports like handball, rugby, and volleyball. Recently, Puma has also entered the badminton sport. Puma has several global brand ambassadors. Rosé from the South Korean girl group Blackpink is a global ambassador, representing the brand in various campaigns and storytelling. PV Sindhu, the Indian badminton player, is also a global ambassador, with India being the first country to promote badminton for Puma.

This is how the Dassler brothers’ rivalry gave the sports world two great brands, it gave innovative designs and opened a competitive landscape that continues to influence the industry.  The rivalry drove innovation leading to better products. Both Adidas and Puma are leading brand in sports world.

A name is the most important identifier of a person, a brand, state, a village, a business, a nation, a pet etc. The name implies race, era, societal culture and religion. No wonder, people take time to name their children, their business, their pet, their memoirs etc. Names have meaning and they do suggest character, traits and acumen of a person/business/state/nation/ product. Each name has power, people work hard to make the name outstanding and influential, and it must be valued.

Beyond just a memorable logo and tag line, good branding adds to the value of a company. It provides employees with direction and motivation, and attracts more and more customers easily. A brand represents the total sum of people’s awareness and experience of an individual, a company, a product, a school, college, a university, a hospital, a park, an auditorium, a nation, a river, a mountain, a flower and infinite things. There are countless components which go in creating a successful brand.

In this article I will be discussing some examples of how names were created of certain brands.

Do you know that Pepsi was named after the medical term for indigestion? The inventor of Pepsi, Caleb Davis Bradham, originally wanted to be a doctor, but due to some crisis in his family, he left medical school and became a pharmacist instead, according to the company website. His original invention, identified as “Brad’s Drink,” was made from a mix of sugar, water, caramel, lemon oil, and nutmeg. Three years later, Bradham renamed his drink, which he believed helped digestion; so he named it as “Pepsi-Cola,” taken from the word upset stomach, meaning indigestion.

Panera Bread Company is a chain store of bakery-café fast casual restaurants in the United States and Canada. Panera combines two words “pan” and “era.” According to Panera’s Facebook page, the chain store’s name has Latin and Spanish roots. In Spanish, “pan” means bread and “era” means age or time. So put together, Panera means “age of bread.” And, in Latin it means breadbasket.

Google owes its name to a typographical error. Its name came forward from a brainstorming session at Stanford University. Founder Larry Page was coming up with ideas for a massive data-index website with other graduate students, according to a Business Insider report. One of the suggestions was “googolplex” one of the largest describable numbers. The name ‘Google’ came about after one of the students accidentally spelled it wrong. Larry Page thought of keeping the name as erroneously spelled and registered his company with this name.

McDonald is named after two brothers who ran a burger restaurant. Raymond Kroc, the founder of McDonald’s, used to sell milkshake machines. Once he met brothers Dick and Mac McDonald, who ran a burger restaurant in San Bernardino, California. The McDonald brothers bought several of Kroc’s Multimixers and he was so impressed by their burger restaurant that he became their agent and set up franchises around the US. Years later, he bought rights to the McDonald’s name.

Adidas is not an acronym for “All Day I Dream about Soccer”; it’s a fallacy of many people. It turns out the athletics-apparel brand is named after its founder, Adolf Dassler, who started making sport shoes when he came back from serving in World War I, according to the LA Times. The name combines his nickname, Adi, and the first three letters of his last name, Dassler.

Hans Wilsdorf, the founder of Rolex, the expensive watches wanted a brand name that could be understood and pronounced in any language. He tried combining the letters of the alphabet in every possible way. He thought of hundreds of permutations and combinations by setting and fixing the alphabets. But, none of them felt quite right. One morning, while riding on the upper deck of a horse-drawn omnibus along Cheapside in the City of London, the name “Rolex” struck in his mind and ears.

The name LG came from the merger of two companies, Lucky and Goldstar, the acronym of both companies. It was officially decided to use the brand name as LG.  It is a conglomerate in South Korea. When the company started marketing its products to the west and English speaking countries the company rethought about its name using the same acronym as “Life’s Good” as a backronym (an acronym deliberately formed from a phrase whose initial letters spell out a particular word or words).

Nike is the Greek goddess of victory and she often represented with wings. Her presence symbolized victory and she was often depicted as sitting next to Zeus, the Greek god. The swish designed signifies her flight.

SONY the leading manufacturer of electronics products for the consumer and professional markets is headquartered in Minato, Tokyo, Japan. Sony comes from the Latin word ‘Sonus’ which means sound. And, ‘Sonny’ is a slang word used by Americans to refer to a bright youngster. The company was named after bright youngsters – Sonny boys working in sound and vision. The name Sony was also chosen because it could be pronounced easily in many languages.

Vodafone was formed under the Racal telecommunications brand and as was launched in January 1985 under the name Racal Vodafone Holdings Ltd. The name Vodafone is derived from three words which are of significantly important for the industry. The short explanation could be described with the naming formula voice, data and phone. The idea of this name came from Saatchi & Saatchi (the advertising agency) and one of the company’s original directors. It was the agency’s idea of spelling phone as “fone” which at first wasn’t accepted very well by the then CEO of Vodafone. Eventually he pondered over it and accepted the name. This is how the name “Vodafone” was born.

Brand building requires sincerity: Like we individuals have our personalities, style and image; brands also have their personalities. Brands make a personal connection with their customers. Just as people have values, goals, beliefs and even flaws, so do organizations. Customers connect with the brands if only they like them. The connection grows when brands deliver what is promised. Customers go by their own experience.

Organizations need to work on delivering exactly what they communicate regarding their brands. They need to decide on their brand’s personality traits and deliver them as promised.  Over-promising and under-delivering turns out to be short-term marketing strategy.  In fact, it’s often cheaper and easier to create hype, than providing genuine substance.

Initial marketing hype can create little success, but after it fades, organizations fall flat and struggle to retain customers and struggling for their existence. The core issue in branding exercise is maintaining the brand authenticity. And what is a brand? It’s a name!

Here are few world famous brands and their hidden meaning.

The name Adidas is derived from that of its founder, Adolf Dassler. The company’s logo has changed over time, but it’s always included three stripes. The current configuration is three stripes at an angle which together form a triangle. It symbolises a mountain, which in turn represents the challenges which all athletes need to face and conquer.

Rob Jenoff the designer who created with the world-famous Apple company logo, has explained how he came up with the idea: he bought a whole bag of apples, placed them in a bowl, and spent time drawing them for a week, trying to break the image down into something simple. Taking a bite out of an apple was part of the experiment, and completely by coincidence he realised that ’bite’ sounded exactly the same as the computer term ’byte’. A byte is considered as a unit of memory size of computer. Wow!! What a coincidence, and creativity that is.

Amazon has been using its current logo for 18 years. The logo illustrates that company sells everything from A to Z. The arrow in the logo points from the “A” to the “Z”.  The arrow at the bottom also symbolizes a smile, portraying that their customers are happy after using their service. The logo shows that Amazon can get anything for you at your doorstep; all you need is to log on their website.

The white and blue checker boxes represent a white/silver propeller blade spinning against a clear blue sky which portrays a happy drive on bright day. BMW logo also symbolizes the Bavarian flag colors which represents their origin. Also, it’s often supposed that the central part of the BMW logo symbolizes the rotating blades of an airplane, which are in line with the company’s earlier history of aviation technology.

The iconic Coca-Cola logo has changed many times over the past 126 years in design; however, you may be surprised to know the brand’s world-famous font of script and wave have always looked exactly as they do now. In the world-famous logo of the Coca-Cola Company, in the space between the letters ’O’ and ’L’, one can clearly see the Danish flag. The company has nonetheless used this as part of its marketing campaigns in the Scandinavian country. Just for the sake of the history of this brand, when it was introduced in 1885, it was marketed as a health tonic to cure a range of ills, including headaches, low sex drive and addiction. Coke started out with coca which is the extract of cocaine as a key ingredient, along with the kola nut. Hence it was named as Coca-Cola.

The FedEx logo was designed in 1994 by Linden Leader & Landor Associates, at first appears simple and straightforward. However, if you look at the white space between the “E” and “X” you can see a right-facing arrow. This “hidden” arrow was intended to be a subliminal symbol for speed and accuracy. FedEx assures on time and safe and sound delivery of courier.

The logo of Hyundai appears as “H” the first letter of the brand name. But, the South Korean conglomerate Hyundai’s logo symbolises two people: a client and a representative of the company shaking hands. People shake hands in contentment.

The logo of the South Korean electronics company LG portrays a person’s face, which is the central body region of sense. According to the company, the logo represents its aspiration to maintain everyday human relations with its customers intact. It believes in nurturing relationships with its customers which is a crucial part of growing a successful business.

The Pepsi logo portrays the globe with twirling red, white, & blue color design in a sphere-like shape. It is considered one of the world’s most recognizable corporate trademarks. It’s hard to believe, but Pepsi paid over a million dollars to create this special logo with its secret meanings. The new special design hints at mysterious and secretive themes, such as the Earth’s magnetic field, Feng shui, Pythagoras, geodynamics, the theory of relativity, and the golden ratio. The designer has explained that this logo also makes reference to the Mona Lisa, the Parthenon, and even René Descartes. The red, white and blue colors have always represented the American flag.

In 1990, Toyota debuted the three overlapping Ellipses logo on American vehicles. The Toyota Ellipses symbolize the unification of the hearts of our customers and the heart of Toyota products. The background space represents Toyota’s technological advancement and the boundless opportunities ahead.

I am sure many people like me must have wondered what the logo of Wikipedia means. Each piece bears a glyph (a character or a sign) symbolizing the multilingualism of Wikipedia. As with the Latin letter ‘W’, these glyphs are in most cases the first glyph or glyphs of the name “Wikipedia” rendered in that language. The empty space at the top represents the incomplete nature of the mission of Wikipedia; there are more articles and languages yet to be added. I find this logo most interesting. There are currently 301 language editions of Wikipedia. It is owned by Wikimedia Foundation.

The consumer behavior analysts have noted through many studies that ‘Country of Origin’ has become a significant phenomenon in today’s marketing practices. The words ‘Made’ and ‘In’ conveys the strength of the product.  The label ‘made’ on the packing label of the product refers to the manufacturing aspect of the origin of a product. It is often related to legal certifications, the technologies involved ingredients and techniques as well as work ethics and safety standards. And, ‘In’ refers to the origin and the geographical dimension of origin such as the location of the manufacturing process and the source of ingredients. ‘Made In’ therefore suggests information and associations that are both tangible and intangible. The ‘Made in’ tag helps consumers to make rational and emotional decision both.

In its 2005 “Year of Ideas” issue, The New York Times Magazine listed nation branding among the year’s most notable ideas. The way a country is perceived can make a significant difference to the success of its trade, business, tourism efforts, as well as its diplomatic and cultural relations with other nations. Simon Anholt coined the term ‘nation branding’ in 1996 and since then he has been working with governments to help them plan the policies, strategies, investments and advance which lead their country towards an improved profile and reputation. America has become the largest and most powerful brand in the globe; it virtually shapes the world in almost all dimensions such as national governance, policies, exports, people, tourism, economic and social status etc. In the fast growing global village nation’s branding is considered as big as federal mega-projects. Steve Silver and Sam Hill, both marketing experts define nation branding as most complex (brand) positioning problem; how can we brand a nation? A nation is as big as a Meta brand inclusive of numerous mega brands. There are so many mega activities of in a nation such as political governance, commerce, education, human resource development, environment, foreign affairs, infrastructure, environment, tourism, culture and heritage and most importantly the national character. The study of national character refers to anthropological studies after World War II.

The Japanese are known as law abiding people; the Americans are known for their grit for freedom – freedom of speech, freedom to pursue their own interests, freedom from bullying, freedom of religion, freedom of movement within the country, freedom to associate with whomever they please. The Chinese are known for their orientalism; the French are known as arty.

The country of origin (COO) specifically matter to the customers because every country has its reputation and the association between the product and the country’s expertise matters while buying products. For example Italy is known for designs, North Caroline for furniture, France for fashion and wine, the USA for entertainment, India for spices, Germany is famous for cars. Today’s consumer understands legal and safety issues sharply. Consumers today look at the ‘made in’ label with many perspectives. The ‘made in’ dependent on a combination of many factors – from heritage, to design and physical manufacturing, skilled labour, infrastructure, market intermediaries etc. Hence manufacturers can leverage a lot on the country of origin as one of their competitive advantage. A company needs to be physically present in the country; the design and patents need to have emerged from talent in the country, or the brand needs to have factories or parts of the production process in the origin nation. In the past, when it was  enough to ‘borrow’ associations from a country for pure marketing purposes, today consumers not ready to accept country of origin as a choice driver unless it is bona fide.

Successful brands contribute to nation branding. Of the world’s 500 largest stock-market-listed companies measured by revenue in 2014, among the Fortune 500 companies 28 are headquartered in Germany. Well-known global brands include Mercedes Benz, BMW, SAP, Volkswagen, Audi, Siemens, Allianz, Adidas, Porsche and DHL. Thus, famous brands strengthen branding of a country. Similarly, brands across every category, like Apple, Cadillac, Clinique, Coca-Cola, Ford, Kellogg’s, McDonald’s, Microsoft, Ralph Lauren, Starbucks and M&M’s have made the USA a strong nation brand. These corporate have made Germany and America leading nation brands.

The concept of branding is viewed as ‘cultural diplomacy’ of nations. It is a somewhat new way of looking at a nation, but every nation is already a brand. Every nation is perceived in the minds of people living differently in nooks and corners of the world. Some countries are known for good things, some for bad, and others have mixed insights. Based on the different perceptions, nations in the world interact and do business with each other, either contributing to its development or encumbering it. For example Africa is associated with civil war, Iraq with suicide bombings, Pakistan for terror bombing, India for scam and Cuba with Fidel Castro’s dictatorship (though he is dead). On the other hand, countries such as the US, Canada, Germany or France, are perceived positively for decades for their sound political and economic development. Nation branding is based on the underlying hypothesis that every nation can make a good or bad brand depending on its efforts. The important thing to realize about branding a nation is that one of its ingredients is the escalating value of something that is found already within that nation.

Consumers in developing countries like India, China, and Brazil still tend to prefer brands that come from other countries. Global supply, manufacture and export of goods began to accelerate in response for lower prices and greater choice of goods. Companies became international or multinational and the rise of an affluent middle class in the USA, Europe, India, China and UAE demand more sophisticated marketing. Due to rise of consumerism, categories of goods and services became more sharply defined. And, most brands started crossing the borders of their origin. With all the great business strategies, advertising, marketing and intelligent supply chain strategies even today in the 21^st century for most of the brands, their place of origin and heritage continues to be a key part of their appeal and differentiation. Their name, identity, design and symbolism of logos or trademarks become synonymous with their country or place of origin.

We should realize the fact that Brand building in emerging markets is a difficult task. As the rapid growth in an emerging market gives millions of consumers new spending power, they eye for and are encouraged by their counterpart in developed countries to buy established brands. Marketing efforts in developing countries is very multifarious.

In 2003, when Mahindra & Mahindra launched a smartly designed sport-utility vehicle called the Scorpio, CNBC India, BBC World’s ‘Wheels’ program, and others chose the vehicle for the

‘Car of the Year’ awards in the SUV category. That was not a small achievement: The made-in-India automobile won top honors ahead of global best sellers such as the Mercedes-Benz-E-Class and Toyota Camry sedans. To M&M, which manufactures tractors in several countries as well as vehicles targeted at India’s semi-urban and rural markets, the awards signaled that it could finally take the world’s automakers head-on. Even as the Scorpio successfully battles multipurpose vehicles like Toyota’s Innova and GM’s Chevy Tavera at home, M&M has started marketing the SUV in South Africa, Spain and many other countries.

As a nation, Singapore’s stunning rise from third world to first world in a matter of 30 years was spearheaded by an intensive and rigorous closely-coordinated programme of nation branding. Today, brand Singapore attracts the investments, business, trade, tourism and talented human resources from all over the world which is helping it further to become more flourishing nation. This state is internationally known as a vibrant, safe, corruption-free place to do business. Name any of the great businesses of the world; everybody wants to be in Singapore! The vibrancy and liveliness of the nation in its culture and the fine art attracts more and more tourists. In global surveys of quality of life, Singapore regularly tops the charts.

Nation Branding is catching up rapidly: the brand must be accepted internally first, i.e domestically, meaning throughout the nation, by all stakeholders. Only then can it be effectively promoted internationally.