What does a century-old brand do when it grows out of the very business that inspired its name? After announcing in December 2013 that it would to shed $5 billion worth of its commodity chemical business, Dow Chemical will have to figure that out.
一个行业里百年的品牌到底有什么价值?2013年12月宣布裁减总值50亿美元商品化学品业务的陶氏化学公司(Dow Chemical)很快就会认清这个问题。
The company is focusing more resources on higher-value specialty materials products like semiconductor chips for cell phones and moving away from the lower-margin chlorine business. In turn, executives are considering ridding "chemical" from its title as well, according to a company spokesperson.
这家公司目前更加关注高附加值的特殊材料产品,例如手机用的半导体芯片,并逐步退出了低利润空间的氯化学业务。根据公司发言人表态,公司高层正在考虑将“化学品”(Chemical)一词从公司名字中删去。
Chief executive Andrew Liveris told The Wall Street Journal that a potential name change would hopefully help position the company as one linked by "chemistry rather than chemicals" as it transforms.
公司首席执行官安德鲁•李佛利斯对《华尔街日报》(The Wall Street Journal)表示,更名能帮助公司实现从“化学品至化学工业”的定位转型。
But as corporations evolve their strategy, their brands can change too -- for better or for worse. And if history is any indication, an identity change followed by a title switch can cause a company more trouble than it's worth. Corporations spanning industries as diverse as technology to defense have all rebranded themselves only to the peril of their businesses. While some have successfully navigated the dangers of a new title, these instances prove to be the exception rather than the rule.
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