Trademarks and Brands

Renaming Projects: Swaziland Changes Its Name

by T+B BLOG TEAM on Monday, 9 July, 2018

Renaming a brand, a product, or a company is a huge, complex project. Have you ever thought about what happens when a country undergoes a name change?

The African nation of Swaziland is doing just that. It was announced in April that Swaziland was changing its name to "eSwatini," which means "home of the Swazi people." The new name eSwatini isn't completely "new" — a lot of the residents already use it locally — but the renaming announcement made by the country's King Mswati III on his 50th birthday, during the country's celebrations marking 50 years of independence from Great Britain,reportedly caught many citizens by surprise.

According to an AFP news agency report, the king said: "African countries on getting independence reverted to their ancient names before they were colonized. So from now on the country will be officially be known as the Kingdom of eSwatini." He also cited another reason for the name change: "Whenever we go abroad, people refer to us as Switzerland."

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Topics: branding, naming

Staples Australia and New Zealand Rebranding as Winc

by T+B BLOG TEAM on Wednesday, 16 August, 2017

Following the news of Dunkin’ Donuts’ possible rebranding to Dunkin’, we now get the news that Staples Australia & New Zealand, recently bought from Staples Inc. by a private equity firm, will rebrand as “Winc.” Platinum Equity purchased office supply retailer Staples’ Australian and New Zealand business earlier this year. 

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Topics: naming

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