Reference no: EM132961695

Jif and Cif Unilever developed a liquid cleaning product that was first sold in France under the name 'Cif'. When it proved to be successful, it was introduced in other market. For the British and Dutch market, it was renamed 'Jif' because as the story goes, the manufacturers were concerned that the name 'Cif' might be associated with 'syph', the slang word for the sexually transmitted disease, syphilis. The word 'Jif' is found in English phrases such as 'see you in a jif' or 'this won't take a jif' - implying that something will happen quickly. In 2001, however, Unilever decided to use just one brand name for the product across Europe - 'Cif'. Although it seems logical to have the same name for the same product for the marketing purposes, the change may also reflect the fact that syphilis is no longer a common subject of discussion in Britain. However, the product is still branded as 'Jif' in Australia, New Zealand, Norway and Middle East.

a. Demonstrate THREE (3) possible reasons the company changing the brand name in the context of cultural value.

b. According to Hoeklin (1995) for effective communication to take place, consumers' perceived meaning of a product or service must coincide with the advertisers' intended meaning. Elaborate on intended meaning of the brand and perceived meaning of the message.

c. The brand name can provoke associations of ideas and emotions in such a way that consumers are not just buying a product but also the image it conveys. Illustrate one example on how a brand or product name which evoke negative associations in any country.