3.5 Brand Name
“BenQ” stands for “Bringing enjoyment ‘n’ quality to life.” When originally coined, the name was pronounced “Ben K,” and existing and potential customers were mistaking “BenQ” for “bank.” BenQ tested the name in its home country in a market research survey. Although on-third of responders associated it with Acer, which wasn`t great news, another third evidently thought it was a foreign brand, which gave management the confidence to change.
It is well known that the company`s intention is for BenQ to become a “cool” global technology brand, but naming issues can sometimes create problems, even up to the last hour prior to the announcement of the new company and its name, chairman K.Y.Lee was still deliberating on how to pronounce it. As he told staff just before the launch, it had to be pronounced as two syllables:
“Ben-Q.” interestingly, the apparent ambiguity of the name often sparks off discussion and certainly it is memorable.
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