ABOUT

Automotive Industry. MOTORCYCLES.

Old Original company name: Da Dalt s.a.

NEW Original name: DUTORI Da Dalt s.a.

Summary: Motorcycle manufactures. From compact to full size vehicles.

Objetives to change the name of company:
To update the name of Company division. Keep the old name as long as possible.
Da Dalt It is a legacy company with tremendous equity.
To get away from the association only Da Dalt, but keep the name.
Suit the specific culture and Global scope.

Target customers: Adults. Are people who work in the city (mainly).

Brand’s specific voice:
Linguistic viability. Competitive distinction. Etc.:

Do you know what is Dutori?. It's an neologismo of Italian word Horse. It's fast and graceful. Imperative. Italian (The owners are Italian) `It's a great name, they say.´
The name implies something ´workforce´ -- it suggests 'Power of resistance in the city´
`Duttori Da Dalt` its two-wheel drive capability in all models.
Conjure up images of horses, strong, resistant, make durable and positive.
´They invoke a feeling´. The emotional connection.
More memorable. The Name characterize the experience, the promise, and the personality of motorcycle manufacturers
Becomes a status symbol.
It is free to use in export markets as diverse as Japón.

The importance to have the right Name:
A name is transmitted day by day out in everything, in your conversations, your emails, your voicemails, your websites, on the product, on your business card, during presentations, so the wrong name for a company or product or service can hinder all marketing efforts to miscommunication or because people cannot pronounce it or remember it,
It can subject the company to a necessary legal risks or even alienate altogether a market segment.

To easy to say and rememberable, it must stand for something and it must facilitate brand extensions, but also it sound has to have certain rhythm and it must look great in the text of an email and in a logo.

FOUNDER NAME are just that brands have taken the name of the founder. (Da dalt) and Dutori es an extension in Italian.
It is easy to protect but the downside is that these founder names are inextricably linked and tied to the real human being think Disney, Ralph Lauren, Tommy Hilfiger, Gianni Versace, Valentino.