Procter & Gamble.

William Procter and Joseph Gamble became friends because they were married to twins (in the sense, for each of each). Combly, their business was supervised to practice, whose names did not save the story.

Hennessy

The most popular French drink in the world invented the England of Irish origin Richard Hennessy in 1765.

Heinz.

You probably noticed that on each bottle of sauce is written "57 Varieties". It turned out so. In 1896, the founder of the company Henry John Heinz drove the train to New York for some insignificant affairs and saw a shopping bag on the nameless gesture with a sign "21 Type of Shoe!". The numerhelogichic approach to advertising Heintsu is terribly liked. So the number and appeared on the bottles. The most interesting thing is that already, 114 years ago, 60 products were produced under the Heinz brand (today they are approximately 5700 - plus-minus a couple of hundreds). The fact is that the figure 5 was a favorite figure of Heinz, and 7 - his wife.

Starbucks.

Since the company founded in 1971 two teachers (English and history) and one writer, do not be surprised that it was named after the secondary character of the novel Melville Mobi Dick, specifically - in honor of the first assistant Ahab, Starbeck. Two-layer siren (not mermaid!) The logo is also borrowed from the nasal figure of the Beed. By the way, until 1992, Starbucks Logo was brown, and before the 1987th siren fucked topless.

Hewlett-Packard.

Founders of the company Bill Hewlett and Dave Pakcard threw a coin to determine the order of their surnames in the title.

Nike.

It is in mind Nick - the Greek Goddess of Victory. In 1971, Logo-Svoul depicted a student Carolina Davidson for the royal fee of $ 35.

Patek Philippe.

During the existence, the company changed several names. The first was "Patek, Capek and Co." (Patek, Czapek & Co) - in honor of the founding partners: Polish emigrants and part-time watchmakers Anthony of Pope and Francis Chapeca.

Nestle

Nestle today personifies two chicks in the nest and their mother. In the 19th century, when the company was founded, the chicks were three, because it was so many children at that time it was customary to start in the average European family. Together with traditions changed the logo.

ASUS

Meaning Pegasus (Pegasus). The first three letters were decided to delete to automatically get to the beginning of alphabetical lists.

Nokia.

Nokia began as a woodworking plant, and the name received in honor of the locality, where one of its paper factories was built.

CHUPA CHUPS.

The author of the unchanged Logo Chupa Chups - Salvador Dali. His Spaniard Enrique Bernart decided to contact him, who in 1958 he inherited a company that had produced a bunch of different pieces (more than 200 products). Bernart came up with the attachment of the lollipops at that time and from now on to produce only this type of product. By the way, Chupa Chups from Spanish is translated as "suck of controversy."

Hugo Boss.

The tailor of the same name of its company twice started the clothing business. For the first time - in 1924. The company existed for 6 years and went bankrupt during the German financial crisis. Hugo Boss (this is how his name is pronounced in the original) so riched that in 1931 he joined the NSDAP, and after a couple of years he received an order for sewing forms for the SS (the design, by the way, did an outsider - Walter Heck made a foreign person. In 1945, after the defeat of the fascists, the boss began to stroke fine. Hugo could not stand all this leaps and died in 1948, but he lives him.

Disney.

The real signature of Walt Disney has nothing to do with the logo of his company.

IKEA

The name consists of the initials of its founder of Ingvara Camprad and the first letters of the names of his family farm Eldard and the neighboring village of Agunnarid.

COCA-COLA.

We would be glad to please you with a vile story that the very first recipe of Coca-Cola contained the purest cocaine, but it is not true. There really was an invigorating extract of the leaves of the Coca plant, but with cocaine in his current understanding he did not have anything in common. But the first version of the drink contained alcohol and sold in pharmacies as a cure for insomnia and neuralgia. True, shortly after the start of sales in America there was a dry law, and the founder of the company John Pemberton had to come up with a non-alcoholic version, the modern version of which many drink to this day.

Snickers

The cable was the name of the beloved horse of the Mars family, the owners of the chocolate empire.

Barbie.

Designer Jack Ryan, who invented Barbie for Mattel, took the German doll Lily for a sample, the heroine of the sled comics, published in the 50s in the BILD newspaper. According to the classes, the doll was a highly paid prostitute, completely deprived of squeamishness and moral principles. Everything that Ryan did - it smoothed her nipples and, as it were, it would be softering to put it out, wiped her lips.

Land Rover.

LAND ROVER logo, one of the versions, was created from the outline of the circuit of banks with sardines, which someone from the engineers forgot among the drawings, and the designers were here as here.

Windows 95.

Melody playing at the start of the operating system, wrote Brian IOO. It is officially called The Microsoft Sound.

FedEx.

Do you remember the famous arrow on the FedEx logo? And it is there - formed by spaces between E and X. Designer Lindon Leader assures that so the logo is sophisticated for the subconscious, hinting at the rapidness and perseverance of the company.

Marlboro.

Initially, Malboro was advertised as soft female cigarettes, which (attention!) Do not smear lipstick. After the failure, the brand was reoriented with cowboys and sympathizing. In this quality lives and flourishes so far.

Zara.

They say brand you need only a couple of weeks to run the production and sale of a new clothing line, while most of the other brands take it six months. For the year Zara designers are developing about 10 thousand new models! True, they are often inspired by other people's ideas.

Procter & Gamble.

There is a myth that for the opportunity to go to work that it fell, not costumes, you need to thank P & G. The company, promoting his washing powders, conducted research and proved that from employees in ordinary clothes more proc. The costumes stopped wearing and handed out in a dry cleaning, and the sales of powders have grown.

Brands that have become nominal names

• aqualang - Aqua-Lung
• aspirin - Aspirin.
• vaseline - Vaseline
• heroin - Heroin.
• jacuzzi - Jacuzzi.
• jeep - Jeep.
• dictaphone - Dictaphone
• diplomat - Diplomat.
• dichlofos - Dichlorvos.
• yo-yo - yo-yo
• kedy - Keds.
• cognac - Cognac
• xerox - Xerox.
• tape recorder - Magnetophon.
• pampers - Pampers.
• scotch - Scotch
• thermos - Thermos.
• teflon - Teflon.
• toiletz - Unitas.
• eskimo - Eskimo.

The most expensive Russian brands (according to the MPP Consulting agency)

• Beeline - $ 7552 million
• MTS - $ 6115 million
• Baltic - $ 2560 million
• Green brand - $ 1188 million
• LUKOIL - $ 1040 million
• Prostokvashino - $ 790 million
• Klinskoe - $ 680 million
• Rustska - $ 550 million
• Putka - $ 540 million
• MegaFon - 512 million $

Brands, which will not be soon (according to BusinessInsider.com)

Motorola. The company, three years ago, which occupied the honorable second place in the world list of mobile phone manufacturers, today it can boast a total debt of almost $ 4 billion. According to some information, the brand will soon buy someone from Asian technicians and solurates without residue.

Palm. There's a lot throughout, in the world of smartphones, where IPhone and BlackBerry rule the iron and the third place, there is no third place.

Kodak. The company is so really and could not recover from the death of film photography. The Kodak output to the digital printing market was postponed so long that in the end it was not necessary for anyone.

Canon. This is a westernized adaptation of the original brand: originally meant Kwanon - the MOGY Buddhist Bodhisatatva of Good and Mostmred.

M & M`s. Caramel shell for chocolate chocolates was invented during World War II: M & M`s entered the diet of soldiers. Melting in the mouth, and not in the hands then there was a matter of life and death: the fingers changed with chocolate could prevent the machine on time to grab or put on a helmet.

International mutations branded

You may, know that the launch of the Blue Water mineral water failed in Russia (say out loud - and immediately understand what is the case), and Visit condoms were renamed Vizit. In other countries, this also happens.

Spain: Mitsubishi Pajero in Mitsubishi Montero. The Phargero Calo in Spanish literally means "bird", but is widely used in the meaning of a "passive homosexual".

Briting: Nuts in Topic. "NATS" in English means, sorry, "eggs", and not in the gastronomic sense.

Russia, Poland, Ukraine: Srest in Blend-A-Med. Fixed, toothpaste called "Cross", which sells not in the church shop, would look strange.

Russia: Daewoo Kalos in Chevrolet Aveo. The original name of the model was somehow more honest that.

Europe: VAZ-2101 "Zhiguli" in Lada. The word "Zhiguli" was too consonant with international "gigolo."

Russia: Mr. Clean in Mr. Proper. Obviously, marketers fear unnecessary connotations with the words "jamble" and "crossed".

English-speaking countries: Axe in Lynx. Because it would be somehow strange after the shower "Topor".

The best slogans of the century (according to the site adme.ru)

• Sony - Like.no.other (like no other)
• Nokia - Connecting People (connecting people)
• Motorola - Hello Moto (Hi, Moto)
• Apple - Think Different (Think Otherwise)
• HSBC - The World`s Local Bank (local World Bank)
• Nike - Just Do it (just do it)
• McDonald`s - I`m Lovin` It (that's what I love)
• Whiskas - Your pussy would buy "Whiskas" (Russian Creative)
• Mazda - Zoom-Zoom (Dryn-Duhydyn)

As brands have become famous, accidentally found the true cause of buying goods and were able to convince their consumers to buy even more.

Causes of purchase are a large advertising mystery. As a good marketer thinking about themselves, they still do not decompose the motives of human behavior on the shelves and not to predict the reaction of buyers. They are looking for insights, classified, apply scientific bases, but despite this, quite often to add a faithful strategy is subject to a strictly experimental way.

Why do people choose exactly this brand from the variety of goods of this category? What is the quality of the advertised product should the main emphasis, in order to combine the consumer to buy?

The history of the Marlboro development and the appearance of the famous Cowboy is widely known. But there is another tricky course of this brand, which is often forgotten.

Putters from dense cardboard with a folding upper cap, which are now the standard packaging of cigarettes, were invented in Marlboro. And not in order to innovate or demonstrate designer thought. And strictly for promotional purposes - make smokers Malboro walking channel communications.

It was that consumers have learned to pull out cigarettes from soft packs without removing them out of his pocket, which means others did not see the brand. Invalid disgrace!

Flip tops - this is the so-called current cigarette packs - had to get it, and the new always attracts attention.

Over the years, of course, people learned to pull cigarettes and from flip tops, without getting a pack of pocket. It's time to come up with Marlboro new complex packaging, but they did not have time. Dunhill, British American Tobacco brand, has already done everything, also giving his cigarettes more premium appearance. In order to get the dose of nicotine from the Dunhill pack, you need to open not only the cover, but also the valve. In your pocket it is precisely not done.

Moreover, for funny luxury luxury in Dunhill, this inner valve was called the beautiful word "Humidor". Historically, Humidor is a cigar storage box, in which the optimal level of humidity is maintained, and the flavor does not disappear. Danhill hints to its consumers that cigarettes in such a pack are close in quality and aroma to cigar. And nothing that the pack of Dunchill costs you in Russia in 60 rubles. But as beautiful.

There is a beautiful legend about how Este Lauder began selling his perfume. She did not go anywhere, and its products were reluctant to implement in shops and salons. Then the young Miss Lauder came to the biggest perfume shop in New York and - Oh! As if accidentally chose the floor of the bottle of their spirits. The buyers are interested in what it is for the wonderful fragrance, and the store just had to conclude a contract for the supply with Este.

Somehow, in the summer of 1896, Henry Heinz walked around New York, on the street he saw advertising a shoe store offered to customers "21-style shoes". By analogy, he decided to write on his ketchups and sauces of "57 options". This number was not connected with the real digits of the range, but I really liked Heinz. And impressed by buyers.

The brand history began in 1879, when Lara Olsson Smith created a new variety of vodka - "Absolute Rent Bravin" ("Absolutely clean vodka"). Its main difference is the purity achieved by the method of rectification.

In the 70s of this century, Lars Lindarka took Absolute Rent Bravin under his wing. Such beautiful vodka had to move to the market accordingly: everything should have been "absolute", like the product itself. Gunnar Bromoan, who was then developing the concept of promotion, saw a traditional Swedish medical bottle with some kind of mixture in a pharmacy showcase and was shocked by her perfection and simplicity - she became a prototype for the container, which the whole world knows now. Which is in many ways - and caused the reluctal status of Absolut vodka.

The manufacturer of the most famous bikes in the world has been holding the first place in the number of "branded" tattoos for more than a dozen years. It all started with the fact that Harley announced impressive discounts on the bikes for those who come to buy a motorcycle with a tattoo in the form of a logo.

Mescal is a traditional alcoholic drink, which is produced, as well as Tequila, in Mexico from Agava. Technically, Tequila is also a mescal, but another variety and, objectively speaking, much better than the best taste.

Mescal became popular outside Mexico only thanks to the caterpillar body floating on the bottom of the bottle. The taste of Meskal, the poor larva does not affect an even account in no way - this is a well thought out advertising move. Exotic!

The Europeans and Americans are cheerfully drinking Mescal, and then solemnly divide the caterpillar on everyone - so now it is relying. And Mexicans giggle over how deftly they managed to bring their alcohol to the global market.

Tefal for a long time believed that the main motive for the purchase of a frying pan with teflon coating is that the preparation on these frying pan does not require spending a single oil gram. However, it later turned out that the main stimulus for their purchase was the fact that frying pan with such a coating was very easily clean, because food does not burn to their surface. The content of the advertising campaign changed that significantly increased its effectiveness.

In Russia, the first chocolate bars Snickers appeared in 1992 and were positioned as snack, replacing a full dinner. Former Soviet consumer could not get used to the fact that for lunch, instead of soup, you can eat chocolate, and I bought snickers as a "sweet to tea". After the brand's creative service was engaged in BBDO MOSCOW, snickers were overcast for adolescents, which in the bulk of their mass love everything sweet and do not like soup.

There is a similar bike about a brilliant marketer, which first came up with to indicate in the instructions for applying the shampoo, which should be applied to the hair and flush twice, which led to a double sales growth. Well, remember the commercials of chewing gum in the pads. How many pads are put in the mouth of the heroes of advertising? That and it.

The main Marketing Fint of Pepsi is the move during the Great Depression in the States, when Pepsi was sold in bottles of 340 ml, while Coca Cola is 170. The price remained for the same: 5 cents per bottle. Such a godless dumping was accompanied in advertising a satellite song with the text "Pepsi Cola falls into the target, 12 full ounces are a lot! Twice more for the same coin! Pepsi Cola is a drink for you. "

From 1936 to 1938, Pepsi doubled its sales, thanks to the Great Depression. And the slogan penetrated the brain of American consumers for another 20 years. Partly the same policy "more for the same price" Pepsi is held and now, after 75 years. For example, in Russia Coca Cola is sold in bottles of 0.5 l, and Pepsi is 0.6.

From the history of Timberland. In the early 1980s, Timberland experienced difficult times. She produced high-quality shoes whose price was lower than that of the industry leader, Topsiders. It seemed a good product and low price should have been working on them, but things went bad. Then in Timberland accepted a very simple solution: they raised their prices, so those became much superior to the prices offered by Topsiders. Sales increased sharply. What confirms the accuracy of the statements of David Ogilvi "The higher the price, the more desired goods become the goods in the eyes of the buyer." The same admission of "artificially inflated demand" has been used by Luxury brands for more than a dozen years.

At one time, the palariament's tobacco brand went to the same way. Initially, its prices were lower than the main competitor Marlboro, which also owns Philip Morris, and sales were quite modest. Consumers were very difficult to choose among the masses of proposals of the same price segment, and they chose the usual, having spoiled on the exclusivity of the filter "Parliament". The brand had to go from the market for a year and, by reflection, restart at a much higher price.

The founder of the largest Woolworth store chain and the inventor of the grocery valves and supermarkets found the faithful insight, which allowed him to put millions. The shy and stuttering young man from the village at the age of 21 settled an assistant seller in a small shop. At that time, the price of goods in stores placed on the counter for the seller did not indicate. The seller "on the eye" determined the solvency of the buyer and called its price. Next, the buyer or traded, or left. The poor Frank did not know at all and was very afraid to call buyers, praise the goods, and bargain. So afraid that one day it even fainted right during operation. In the punishment, the store owner left him to trade one for the whole day, threatening that if the revenue would be less than the usual daytime, he will fire him.

Before the opening of the Frank Store, attached a piece of paper with a minimum possible price (a model of a modern price tag). All the entered goods wrapped in warehouse, he laid out on a huge table, attaching a sign to it with the inscription "All five cents". The table he put near the window so that both the goods and the tablet was visible from the street. And I began to shake off the fear of buyers, hiding behind the counter.

All goods were excavated in a few hours, and revenue per day was equal to weekly. Buyers, Holding the goods in their hands and seeing the price written on it without trading the money.

Frank left the owner, took money and opened his store. In 1919, Wolworth's empire consisted of thousands of stores, and Frank's personal state was about 65 million.

The famous and best-selling (after the Bible) "Guinness Book of Records" is nothing more than an advertising trick, invented by the Managing Director of the Brewerous Company of Guinness Sir Hugh Beaver. In 1954, on dinner, the Huisford for Hunters, Hugh Beaver, had a dispute with someone from guests who flies faster - a rzhanka or Scottish partridge. This is where Biver painted that around the globe during such small gatherings behind the mug of beer, real disputes about the "most" are unfolded. He decided that it was worth creating a book where confirmed official records in all sorts of areas would be contained.

The year went to research work, and on August 27, 1955 the first 198-page book was ready. Success was stunning: even before Christmas, she became a bestseller in the UK, bringing a good income a beer brand. And first the name of the Guinness Stata influenced the sale of the book, and then the yearbook began to help the parent brand.

In London at the end of the 19th century, brandy, rum and gin were very popular. Therefore, to promote whiskey was not easy. Sly Thomas Duar, one of the founders of the family brand, chose an unexpected strategy. He hired fake buyers who visited various pubs, demanding to pour them the Whiskey Dewar "s. Naturally, it was absent on sale, and they left. After several such parishes, Duar himself appeared in the bar and offered to conclude a contract for the supply of whiskey.

In 1892, Thomas Duar went into the world journey. In two years, he visited 26 countries, and 32 Agent began to work and several Dewar export companies appeared. The company's turnover increased 10 times during this time. And Tommy Duar wrote his famous book "Walk around the world." On cultural research Thomas and his statements are now being built by the advertising campaigns Dewar "S worldwide, separating the brand from competitors.

One of the first in America teaser advertising tried Camel's tobacco brand in 1913. Deciding that the camel is not only a memorable bright picture, but also an excellent reason for promotional innovations, the specialists of the RJR tobacco company a few days before the receipt of the first batch of cigarettes on sale was given in the newspapers of almost ninety-American cities. Mysterious announcements. "Camels" - read the first of them. After a few appeared, the message "camels go", and then - "Tomorrow in the city of camels will be more than in Asia and Africa combined"! The next morning, frightened and intrigued Americans finally learned the whole truth. "Cigarettes" camel ". Already here! "," said the final announcement. Shocked by an unusual advertising Americans, of course, tried Camel.

When the first IKEA stores were opened in the United States, which had already received recognition in Europe, the sale of furniture did not justify any expectations. After the study, it turned out that although the Americans liked the simplicity of design, they wanted furniture to fit the larger sizes of their homes. All that you need to do is to increase the dimensions of the furniture.

Procter & Gamble's leading chemist, Procter & Gamble, Wiktor Mills, who helped his daughter to care for children, had to repently pull out the wet diapers from his own grandchildren, washed and dried them. The process, of course, he did not like and wanted to somehow ease his life. Then the idea of \u200b\u200bone-time "diaper" came to mind - a folded gasket with a high absorption ability, which was planned to be placed in the panties of a special form. After several experiments with different materials, Mills developed a new product for P & G, which began to be produced under the brand name Pampers, which became nominative.

Usually all children, after they eat caramel, become sticky hands, and they, not thinking, wipes them about clothes. A lollipop (originally wooden), which could be sucking, holding as if on the fork and not stupid clothes, invented in 1958 by Enrique Bernate. The product of the product was that it could be sucking, not stinging clothes and hands. At the same time, the first slogan chupa chups appeared - "IT" S Round and Long-Lasting "(~ He's round and long). An innovative wand, comfortable packaging and a bright logo of the authorship of El Salvador Dali appreciated consumers in all countries of the world, for more than 50 years continuing to suck fruit candy.

When the drink was displayed on a wide market (Europe, USA), Coca-Cola, and Pepsi, and Molson, and Labatt, and Anheuser-Busch were the main competitors. The concept of all was similar - they were toned and stimulated, and the energy engineer Jolt Cola contained among other things and doubled, compared with the Red Bull, the dose of caffeine.

Then Dietrich Mateshitz went to a risky step: artificially overestimated the price twice as compared with the competitors, reduced the volume of containers, in shape resembling a battery, and began to place banks in stores not in the drinks departments, but in any other (note when in the next Once you go to the store - Red Bull banks together with the rest of the energy sector, you can find almost in the sausage department, including alcohol).

In addition, Red Bull boxes were distributed to students in university campuses. On Student Pirushki Red Bull went with a bang, because on a random and happy coincidence, it was quickly discovered that it perfectly falls on vodka. This was born a new one, which became a very popular Cocktail Vodka Red Bull.

It is concerned that the so-called Casual Fridays, when you can move away from the strict dress of code adopted in large companies and change the official costume for casual clothes, invented P & G for promotional purposes. In the 80s of the 20th century, the world's largest P & G company was the leader in the market of washing powders in the United States. But, despite the high advertising activity, the market share did not want to grow. Then the company conducted a study and appreciated the care market for clothing. In percentage ratio, it turned out that the powder was used in 65% of cases, and dry cleaning - at 35%. Further, the company found out that 70% of the consumers of the washing powder are employed and 5 out of 7 days a week walk in the costumes that they are in dry cleaning.

Further, joint research P & G and Levi Strauss Jeans have shown that employees in casual clothes are creative and work much more efficiently to those who wear costumes. And what did they do? P & G inside your company introduces the right to go on Friday in everyday clothes. This news of the efforts of both companies received huge press coverage, and many corporations followed their example. The washing powder market grew by 20%.

This is a small article about what the familiar sign signs and who invented them.

* * *

So-called Mobius Loop. Symbolizes three phases of materials processing:

• garbage removal
• processing of garbage
• production of goods from recycled raw materials

His creator, student Stanford University, the winner of the designer contest of 1970 "Day of the Earth", did not register his mark, and therefore the symbol is not a trademark. But any manufacturer can use it to avoid claims from "green." Products marked with this sign can be recycled.

* * *

Canon

Saburo Fuck and Moro Yosida in 1933 created a company that was supposed to produce Japanese cameras, which in quality should not be given by German analogues. They bought, disassembled the German samples of the cameras to create their own inexpensive 35mm chamber. They called Canon - in honor of the deity of the Japanese mythology of Kwannon, but because of the fear of persecution with religious organizations, the name had to change a little.

* * *

Nike

In 1971, a student-designer Caroline Davidson sold his idea inspired by the winged Greek goddess of Victory by Nicky, only inserted on the legs of the company for $ 35. Later, for the sake of savings, the company removes the name from the logo and begins the struggle for the domination of the world of sports products with one SWOOSH.

* * *

Logo "Malboro" launched in 1924 as a female brand. In 1955, Designer Frank Gianninoto placed cigarettes in a new pack of red and white colors with a folding riding, drove the name with a bold font in the style of Wild West and turned into a classic design. The lonely cowboy and stamp of County Malboro (South Carolina) was united in a single impulse, and one of the most vibrant and long advertising campaigns in the world began.

* * *

McDonalds, symbol of the most famous fast food. The logo in the form of two golden arches first appeared in 1962, when Designer Jim Shindler refused to image a speech in favor of the stylized letter "M", based on two specific arches of the first McDonalds restaurant in Phoenix.

* * *

The swastika for thousands of years personified a peace-loving sign of the Sun of almost every ancient culture. To "revive" Germany, the Nazis used this symbol, placing it on the flag, as a result, turning into an international symbol of fear and hatred. The nationalists also borrowed this sign from the German folklore in the 19th century, mistakenly attributing his Aryan culture.

People constantly buy branded goods in stores and the Internet, without thinking about their history and origin. However, the history of each brand hiding under the commodity often has a long and interesting life. The brand almost always hides behind him thoughtful, in its kind, unique and years accumulated business plan. What is the secret of success history.

There is no universal recipe for building a successful business. However, the experience of many corporations can help beginner entrepreneurs to determine the basic principles of development. And the creators of ambitious startups, and experienced market participants useful to study the stories of success of famous brands. The creators of worldwide companies began with small and reached unprecedented heights due to perseverance, enthusiasm, many years of exposure and a special look for their own production. Interesting brand history are a concentration of useful ideas that have not lost relevance today.

McDonalds: from a small restaurant to the world leader of fast food

The world gigant in the field of fast food began its development in the 1940s, when the Mac Donald brothers opened the first restaurant in San Bernardino. The establishment was not different from hundreds of others and brought a good income in the early years, but gradually, because of the increased number of competitors, the poppy donalda began to experience financial difficulties. In order to withstand a competitive struggle, the brothers decided to make their restaurant unique:

• introduced the system of self-service;
• reduced the number of dishes in the menu;
• made more affordable prices.

It was after the introduction of the listed innovations in 1948, an outstanding history of the success of the enterprise began: the opening of several restaurants in California took place, the profit began to reach a record one at the time of 350 thousand dollars.

Perhaps the McDonald "s So it would be a small network of Californian eaters, if not Ray Krok - a supplier of multimycusers. It was Ray Krok who foresaw the great future of restaurants and suggested expanding the network by selling a franchise. CROC in 1955 founded a firm specializing in the sale of the McDonald franchise "S, and already in 1961 became the owner of the company, bought it for almost $ 3 million at the founders. The new owner did not change his idea of \u200b\u200bcontinuous business expansion and in 1967 sold the first franchise abroad - to Canada, after which the network began to grow enhanced rates, and the famous hamburger became famous worldwide.

McDonalds is not the only company that has achieved success from scratch. In more detail about how people and companies have achieved success.

Adidas - Creator of Innovation Shoes

The History of Creating a brand Adidas consists of a series of successful solutions and serious tests. The Adidas path began in 1920, when, because of the needs, the Rudolph (Rudi) and Adolf (Adidi), Dassler, together with his father, began to sew sleeping slippers in a small workshop. Homemade production soon became successful, and in 24 years last year, the Factory of the Dassler's shoes was founded, where in addition to family members, about a dozen employees worked. The company produced about 300 couples per week, which made it possible to receive a stable income. But the brothers always strove to more, and in 1925 Adolf Dassler invented studded boots.

The creation of innovative sports shoes made the Dassler family factory by the end of the 1930s by the leader among manufacturers of shoes in Germany. Like many stories of success, the history of Dassler includes the period of World War II, when the factory was confiscated by the Nazis, and the period of slow post-war revival of production. In 1948, the brothers divided the company: Rudy began to develop his company Puma, and Adidas founded Adidas (Original ADDAS). Having received independence, Adi Dassler continued the improvement of the previously created Bots and began expanding the production, bags, balls, and then all other elements of sports equipment began to be produced under the Adidas brand. With Adidas, the history of the REEBOK and CCM brands is closely connected, which were previously competitors of Concern Adi Dassler, and now continue their development in its composition.

Braun- Novovator in the field of electrical engineering

Brand Braun was registered in 1921 by the German engineer Max Brown, specializing in the production of components for electronics. The first success to Brown came after the creation of a radio receiver, in the production of which was not very popular at the time material - plastic. The engineer used a stamping machine of its own production, which made it possible to increase productivity and reduce costs. In 1928, a small production converts into the plant, in the range of products of which, in addition to a number of radio colleagues, there are radiols and players.

In 1941, Max Brown invents the electric shaver, which was subsequently improved and became a business card of the brand. In 1951, the head of the Founder - Erwin and Arthur Brown, who continued their parents and made the company with world famous. The history of famous brands includes several of the most important events, for Braun such events were:

• the beginning of the mass production of electric Ratars in 1950;
• the beginning of the production of household appliances in 1951;
• the appearance of the design department in 1956;
• merge with Gillete and entering the world market in 1967.

H & M is the leader in the production of inexpensive clothes

The history of the world's brands does not always begins with the invention of something new, sometimes to achieve success it is enough to improve the already known product or service. This was what the son of the founder of H & M is Stefan Persson, who owns the motto of the company:

"Fashion and Quality At The Best Price" - "Fashion and quality at the best price."

H & M was founded by Erling Person, who in 1947 opened his Hennes women's clothing store. In the late 1960s, the entrepreneur decided to expand the business and acquired Mauritz WidForss - a specialized store for fishermen and hunters. After the combination of two stores, a new -Hennes & Mauritz turned out, in the assortment of which there was female and men's clothing.

The spread of H & M in the world begins after the company's transition in the 1980s to Stefan Persson, who was the author of the idea of \u200b\u200bthe production of high-quality and inexpensive clothes. The idea was successful and attracted many people from all over the world who wanted to dress fashionably, but not having enough funds to update the wardrobe. In the H & M stores, the number of which is calculated by thousands of worldwide, clothing, accessories and cosmetics are presented. Achieving success by the brand is also due to the frequent updating of collections, over the creation of which is not one designer.

Adidas, Braun, H & M - Bright examples of brands that have a long history of success that served as inspiration and motivation for many people. In these companies initially laid a desire to change the life of mankind for the better. Their history will be useful and interesting to many who want to do something useful for this world.

Myths and legends have long become a condition for the success of the brand in the market. The product that is impossible to tell the story, the brand is not. Famous brands are enveloped by myths and legends half of which these are real facts from the history of their creation, and half - the fruit of the fantasy marketers. In Western companies, there is even a special term "Storytelling".

IKEA

When the first IKEA stores were opened in the United States, which had already received recognition in Europe, the sale of furniture did not justify any expectations. After the study, it turned out that although the Americans liked the simplicity of design, they wanted furniture to fit the larger sizes of their homes. All that you need to do is to increase the dimensions of the furniture.

Western Union

Western Union has owned almost all telegraph in the United States. Even at the very beginning of its commercial activity, Alexander Bell, who at that time was many debts, turned to Wu, offering to buy a patent for the phone for only 100 thousand dollars, but the company refused to spend money by considering the phone with a "toy" product. When there was an understanding of all the possibilities of telephone communication, WU leaders decided not to contact Bella and create their own system. However, Bell, founding his own telephone company, sued Wu and won the process. So Western Union lost a telephone business that has reduced demand for its basic service - telegraph communications.

Pampers.

Procter & Gamble to the leading chemist, Procter & Gamble, Wiktor Mills, who helped his daughter to care for children, had to be repeatedly pulled out from under his own grandchildren wet diapers, wash and dry them. The process, of course, he did not like and wanted to somehow ease his life. Then the idea of \u200b\u200bone-time "diaper" came to mind - a folded gasket with a high absorption ability, which was planned to be placed in the panties of a special form. After several experiments with different materials, Mills developed a new product for P & G, which began to be produced under the brand name Pampers, which became nominative.

Chupa-chups.

The chupe-chups brand was founded in Spain in 1958 of the last century as part of the company "Granha Asturias". Enrique Bernate was the first to create a lollipop (originally wooden), which could be sucking and not soaked with clothes and hands. Brand logo design The owner of Enrique Bernate "On acquaintance" drew the famous countryman Salvador Dali. It was he who in 1969 came up with a flower shape for the logo of Chupa Chupa, which with little modifies lived safely to today. He also offered to place the logo not on the side, but on top of the candy.

Land Rover.

Land Rover's brand emblem for six decades, in fact, remained untouched. It is said that the development of the emblem of the creators inspired a jar with sardines. Her supposedly forgot one of the engineers in the drawings. Oil imprint from banks copied and offered as a silhouette for the emblem of a new car.

Coca-Cola.

Coca-Cola was invented by Pharmacist John Pemberton, consisted of Coca leaves and cola leaves, patented as a drug from nervous disorders and sold in pharmacies. Cocaine was not a prohibited substance at that time, and nothing was known about his harm to health, so it was often added to pleasure and tone in drinks instead of alcohol - Coca-Cola was not innovation. When Cocaine was forbidden in its popularization, partly accused Coca-Cola. Cocaine was excluded from the drink, but the positioning of the product did not change and popularity increased in geometric progression.

Lacoste

The captain of the French team of tennis promised a crocodile suitcase Rene Lakosto, if he wins the Davis Cup. Because of this dispute, which, by the way, won Rena, the American press of the nicknamers' tennis player "Alligator". In France, the nickname of Lakosta was changed to the "crocodile" and consolidated after him, because of the stubborn and chain behavior on the court. Robert George, a laspberry friend, painted a crocodile for him, who was subsequently embroidered on a shirt with short sleeves, in which an athlete performed.

Swarovski.

Daniel Swarovski created the world's first electric grinding machine for cutting crystal and precious stones, which allowed him to put the process of creating rhinestones. Rhinestones were named so in honor of the famous Jeweler-fraudster of the XVIII century George Frederica Strass, who gave a faceted crystal shards for diamonds. Thanks to the odd and taste of Swarovski, the imitation rose one level with the original, and the name turned into a world-famous brand.

Apple.

According to one of the legends, Apple is obliged to ingenious mathematics, the progenitor of a modern computer who has made a huge contribution to computer science and affected by his unconventional sexual orientation, Alan Turing.

Turing was a homosexual that at that time in the UK was prohibited by law, and homosexuality was considered a mental illness. In 1952, Turing was accused of her husbandhood and convicted. He was invited to choose two sentences or imprisonment in prison, or the suppression of the libido by injection of the female hormone estrogen, which was essentially chemical castration. The scientist chose the second.

One of the effects was a growing breast and a decrease in libido. In addition, as a result of condemnation, he lost his job and the right to work in the field of cryptography. For a whole year, the scientist lived in pinnedness, and then committed suicide, having reached cyanium cyanium. A solution of cyanide of Turing injected into the apple, thushing which he died. The apple found on the night table next to the dead body.

Nestle

The initial logo of Nestlé, founded in the 60s of the 19th and 19th century, looked like this: a nest with three chicks and their mom. As a trademark for its first products, Henri Nestlé (Henri Nestlé) used the family coat of arms. At that time, the traditional family considered parents and three children. Later, closer to the middle of the 20th century, the traditions changed. Changed the logo. Now in the nest, traditionally for Europe, only 2 chicks.

Ariel.

Further, joint research P & G and Levi Strauss Jeans have shown that employees in casual clothes are creative and work much more efficiently to those who wear costumes. And what did they do? P & G inside your company introduces the right to go on Friday in everyday clothes. This news of the efforts of both companies received huge press coverage, and many corporations followed their example. The washing powder market grew by 20%.

Pirelli.

In 2002, Pirelli violated more than a forty-year tradition and released his famous calendar with photographs of dressed, not naked women. A photo of a girl in the autumn coat was placed on the cover of the publication, and the seventeen-year-old niece of the president of the US President George Bush was chosen as a model. Lauren Bush, granddaughter of the 41st US president (Bush-senior), was just happy and shared with emotions with journalists: "I talked to my grandparents and they were pleased. And when I said that I will be in the photo in clothes, I was even more glad. "

Absolut.

Uncle Ben's.

The prototype Uncle Ben is Frank Brown, a membard of one of the pre-war Chicago restaurants, often visited by MARS's management. The image of Uncle Ben is tied to American folklore. One of the old stories tells about the Black Farmer, which was known for the whole country grown by him excellent in quality and taste Rice.

Michelin.

At the beginning of the twentieth century, especially in the twenties, each big factory or a small workshop acquired his brand sign. These were the heroes of mythology, and the images of the beasts (Lev Peugeot and Crocodile Lacostic), and symbols created from the company's products, such as Bibendum. Bibendum was created by the artist Karicaturist O'Galop in 1898, improving the idea of \u200b\u200bAndre Mishlen. The myth says that at the exhibition of cycling tires, all models folded each other. The resulting stack in shape very much resembled a thick man. For more than 100 years, Bibendum has undergone strong changes, but also remained the character of the Mishalin concern.

Mazda.

Zoom-Zoom is an imitation of the sound of a fast moving subject. Zoom- Zoom says English-speaking boys playing cars. And Mazda so creates the image of the brand with a sports character who can introduce a buyer in a truly children's delight. By the way, speaking of Ferrari use the expression "VROOM-VROUROOOM", and Mini Cooper makes Beep-Beep.

Heinz.

Red Bull

Red Bull's energy drink appeared in 1982, when Dietrich Mateshitz during a business trip to East Asia became interested in the then widely there with widespread energy drinks. He acquired licensed rights to the Krating Daeng brand known in Thailand (translated from Thai "Red Bull") and to use Taisho Pharmaceuticals recipe (Japan. When the drink was displayed on a wide market (Europe, USA), Coca-Cola was the main competitors. , and Pepsi, and Molson, and Labatt, and Anheuser-Busch. The concept for everyone was similar - they were toned and stimulated, and the energy engineer Jolt Cola contained among other things and doubled, compared to Red Bull, the dose of caffeine.

Then Dietrich Mateshitz went to a risky step: artificially overestimated the price twice as compared with the competitors, reduced the volume of containers, in shape resembling a battery, and began to place banks in stores not in the drinks departments, but in any other (note when in the next Once you go to the store - Red Bull banks together with the rest of the energy sector, you can find almost in the sausage department, including alcohol).

In addition, Red Bull boxes were distributed to students in university campuses. On Student Pirushki RED Bull went to the bang, because by random and happy coincidence, it was quickly discovered that it perfectly lies on vodka. So a new one was born a very popular Cocktail Vodka Red Bull.

Hewlett-Packard.

The founders of HP Bill Hewlett (Bill Hewlett) and Dave Packard (Dave Packard) threw a coin to decide whose name will be the first in the title. As you understand, Bill won.

Adidas and Puma.

It is known that Adidas received its name in honor of one of the founders of Adolf Dasler. And Puma was created by his brother Rudolf Dasler. There is a legend that the father of the dasler brothers worked all his life to be a dog. Adolf and Rudolph Dasler together opened the workshop by sewing sports shoes to order. Adolf possessed the qualities of the designer, Rudolf - marketer.

After the Second World War and the death of the father, the brothers seriously quarreled and divided the already small company "Dassler" (about 60 people) in half. It happened in the German town of Ducherenauri, who the quarrel of the brothers also divided into two parts. Employees of these factories went only into their own kabaks, drank different beer, their children visited different schools. Companies contained their own football teams.

And so far an employee of one company is waiting for immediate dismissal if it is seen in shoes or clothing produced by a competitor.

Each famous brand has its own emblem for which he will be recognized. Usually this logo is small and simple, but some of them are carefully thought out and mysterious. The history of such specific logos of several of the most influential world modes of the mod is in this article.

Lacoste

Old and respected brand. Their logo is a tiny green alligator - known to everyone who likes fashion. In 1927, during the Davis Cup, the American press nicknamed Lakosta "Alligator" due to the dispute, in which the winner of the tournament got a suitcase from the skin of the Alligator. In France, the nickname of Lakosta was changed to the "crocodile" and consolidated after him because of a stubborn and chain behavior on the court, where Lacosta never forgive mistakes to his rivals.
Robert George, a lacked friend, drew a crocodile for him, who was subsequently embroidered on the blazer, in which an athlete was performed, and then he was fixed as a logo for all things produced by the company.

Fendi.

In 1925, the brand appeared as the name of the married couple who opened his first store. And only in 1952, FENDI family decided to invite a professional designer, German Charles Lagerfeld, who laid the foundation of the brand, making it as we see it now. The designer also developed a memorable logo used and understood. The double letter "F" apparently symbolizes the spouses of Festi.

Chanel.

The famous Logo Chanel was first demonstrated to the world of fashion in 1925 on Flopek Chanel number 5. There are several versions about the origin of the drawing. One story says that two crossed horseshoes are a symbol of success and good luck. However, most of the historians of fashion are inclined to the fact that the emblem is the initials Coco Chanel - the founder of the French designer house.

Calvin Klein.

November 19, 1942 - the date of birth of the famous designer. Starting the activities of their studio from the release of male outerwear, Klein gradually moved to the design of clothes for women. In the 1970s, the designer adapted a classic male costume for a female fashion. In 1970, he presented Peacoat (Bushlat) - a double-breasted short coat with wide lapels.

This model has become not only the hit of the season, but also determined the fashion of the upper women's clothing for almost a decade. The company's logo - CK is easily remembered and gives a connection with the brand. The emblem of dark color is used on high fashion clothes, gray emblem - for regular clothing items, while the white emblem is for sportswear.

Hermes.

Ermom is a French designer corporation, which is directly related to impeccable taste and first-class style. Ermome designer logo depicts
A horse with a wagon, which is very symbolic for the brand - the history of the company began in 1837, when Veli Ermes founded a private hardened firm for horses. Hermes is the surname of the founder.

The next five generations of this family were constantly expanding the production by creating a real Hermes empire. At the beginning of the twentieth century, Hermes was supplemented with leather haberdashery and luggage bags. At the same time, a unique technological processing of leather products is special, "saddle", seam. So the style was born from Hermes.

Burberry prorsum

The company's success began with the invention of waterproof material - gabardine - and using it in rascoats and long waterproof coats for soldiers. In 1901, Barberry had already a big order for this clothes. An order he noted with his new emblem - the equestrian rider in the armor and a spear in his hand was registered as a brand trading sign. The suit of the knight was a copy from the original.

The Latin word "PRRSUM", used in Heraldry as a motto, meaning "forward" reflects the company's desire to progressive innovations, and spear is a symbol of protecting traditions.

Versace.

The versache logo is symbolically connected with Greek mythology. The head of jellyfish Gorgon on the idea of \u200b\u200bKuturier symbolizes the fact that he turns the audience with his collections. The designer logo was invented in 1978 by Janni Versace himself, which was obsessed with classical themes. So, the jellyfish was the best option for him, since it was her who he considered "the embodiment of fatal attractiveness."

All ingenious is simple. The short history of the origin of the names of world-famous brands collected in this material is confirmed by this law of life.

Adidas.

The founder of Adidas called Adolf Dassler, Briefly Adi. His first company was called even more uncomfortable - Dassler, but by agreement with the co-founder Dassler, Rudolf's brother, with which they looked rapidly 60 years ago, none of them had the right to use the more this name.

Adobe Systems.

In 1982, Xerox John Warnock and Charles Geschke and CHARLES GESCHKE programmers were fired and created a software production company. They called her Adobe, in honor of the stream, which took place behind the house of Wornok.

Apple.

Apple is a favorite fruit of the Founder of Steve Jobs (Steve Jobs). After three months of vain attempts to find a name for a new business, he put Ultimatum to his partners: "I will name Apple, if you do not offer the best for 5 hours." Apple Macintosh is the name of the variety of apples sold in the USA.

Audi.

Audi translates from Latin as "Listen!". This is the Latin version of the name of the company's founder - August

BMW.

BMW decrypts like Bayerische Motoren Werke. English version - Bavarian Motor Works.

Canon

In 1930, in Japan, Goro Yoshida and his Saburo Uchida's consolidated brother created a company with nothing that speaks the Precision Optical Instruments Laboratory in Japan. Four years later, the developments led to the creation of their first camera, which they called Kwanon, in honor of the Thousandructurer Buddhist Divine of Mercy.
The company registered to protect its brand a lot of words that were similar to sound with Swanon. One of them is the already known to us Canon - eventually replaced the original name due to disagreements with religious figures. From English Canon translates as "canon", and from the French - "gun".

Casio.

In honor of the founder of Compneny Casio Tadao (Kashio Tadao).

Cisco.

Reduction from San Francisco.

Coca-Cola.

The main ingredients of Coca-Cola, with the opening of the drink, were as follows: three parts of the Coca leaves (from the same leaves received a drug cocaine) for one part of the nuts of the tropical tree cola.

COMPAQ.

From COMP and PAQ (small integrated part).

Corel

In honor of the founder of Michael Copeland (Dr. Michael Cowpland). Cowpland Research Laboratory is decrypted (Copeland Research Labaratorium).

Daewoo.

The founder of the company Kim Woo Chong (Kim Woo Chong) called the company modestly, "Big Universe", which is exactly what is translated from Korean.

Fiat.

The company was founded in 1899. Fiat is a reduction from Fabbrica Italiana Automobili Torino (Italian Automobile Plant Turin). In addition, this abbreviation can be translated from Latin as an independent word, which is often consumed in church use - "Let it be".

Fuji.

Everything is very simple, in honor of the highest and most famous mountain of Japan, Fuji.

Google

This is the second name of the most famous search engine in the world, the first was backrub. But soon it was replaced by Google. This is a little converted word "googol", denoting the last of those having any meaning of numbers - a single one with a hundred zeros.

Hallmark.

One of the most famous companies in the world of the congratulations industry (postcards, etc.). The word Hallmark means the stigma that the Master of the English guilds put on their products, starting from the XIV century, as evidence that the guild swore for quality.

Honda.

The name of the founder is Soichiro Honda.

Hotmail

The founder of Jack Smith (Jack Smith) came the idea of \u200b\u200baccessing email through a Web from anywhere in the world. When Saber Bhatia (Sabeer Bhatia) appeared with a business plan of this service, he went over all the words ending to Mail and eventually stopped at Hotmail, since the HTML letters (web page markup language) were present in the title.

HP (Hewlett-Packard)

Bill Hewlett Founders and Dave Packard (Dave Packard) threw a coin to decide whose name will be the first in the title. As you understand, Bill won.

Hyundai.

In the Korean "present" (time).

IBM.

IBM was formed in 1924, its name indicates International Business Machines ("International Business Machines").

IKEA

Ingvar Kamprad (Founder's Father) LMTARYD (Native Farm) A Gunnaryd (Native Village in Smolande in Sweden, where he was born and began his business on the postal handles, young Ingvar Camprad).

Intel

Bob Noyce (Bob Noyce) and Gordon Moore (Gordon Moore) wanted to call Moore Noyce, but by that time the hotel chain was already essential. So they decided to stop on the reduction from Integrated Electronics.

Kodak

K is the favorite letter of George Eastman, the company's founder. He was looking for words, beginning and ending with this wonderful letter. Moreover, in all alphabets "K" is written equally. In the end, a codax was selected, allegedly such a sound produces a camera when shooting.

LEGO.

Comes from two Danish words: Leg ("Play") and GOT ("Good"). And in translation from Latin, LEGO means "I read", "I connect."

LG

Initially, these were two separate organizations: Lucky Chemical Industrial cosmetic company (since 1947) and Radioelectronic Zavodstar (from 1958). After the merger, the company received the name of Lucky Goldstar, and in 1995 he changed it to LG Electronics, simply reducing the name to the abbreviation.

Microsoft.

Microcomputer Software. It was originally written as Micro-Soft. Then the dash was removed.

Mitsubishi.

I came up with the founder of the company Yataro Ivasaki (Yataro Iwasaki) in 1870. Translated from the Japanese Mitsu - three, and Hishi is a diamond. The letter "B" turned out to be the sixth not because of the error, but due to the fact that the Japanese usually "H" in the middle of the words are pronounced as "b". As for the logo, then, contrary to the current opinion, it is precisely he, and not a name. And he looks like that, because the tribunnel was a family coat of arms of the company's founder.

Motorola.

The founder of Paul Galvin (Paul Galvin) came up with the name when his company began producing radio for cars. The names of many manufacturers of audio components at the time ended on "OLA", the fashion was so strange.

Nec.

Abbreviation from Nippon Electric Company, Ltd, which has fallen under the reduction in 1983.

Nike.

In 1978, Blue Ribbon Sports was officially renamed Nike, Inc. It is believed that the name is taken on behalf of the goddess of Victory Niki.

Nikon.

Initially, Nippon Kogaku means "Japanese optics".

Nintendo.

Composite from the three Japanese hieroglyphs "Nin-Ten-Do", which can be translated as "heaven bless hard work." Play is so hard.

Nissan.

Previously known as Nippon Sangio, which means "Japanese Industry".

Nokia.

In 1865, Knut Fredrik Idestam founded a paper-cellulose factory in the southwest of Finland. Nokia's name company began to wear after she moved to the Nokianvirt river back to the city, in fact, Nokia. The word "Nokia" in Finnish denotes a dark, very fur animal, something like an ermine.

Pepsi.

For the first time made in the 1890s in New Bern, North Carolina Pharmacist Caleb Bradham. On August 28, 1898, Brad's Drink was renamed "Pepsi-Cola". Pepsi-Cola trademark was registered on June 16, 1903. According to one of the versions, the name "Pepsi" Caleb Bradham produced from the word pepsin (digestive enzyme that helps split protein). According to another version, Caleb Bradham borrowed the name "PEP KOLA" from one of the local competitors, a little adjusted it and called his drink Pepsi-Cola.
According to another version, Calebu and his visitors just liked the sound of this word, as it reflected the fact that the carbonated drink attached some vigor and energy (PEP - the vigor of the spirit, energy, liveliness).

Philips.

The company was named by the name of its creator, Friedrich Phillips and his son Gerar, who founded it in 1891 in Eindhoven for the production of light bulbs. From carrying light, people did not refuse and still, but also replenished their assortment of hundreds of items.

Puma.

This company belonged to the brother of the founder Adidas, Rudolf Dasssel. After the historic scandal in the company Dassler, the brothers went along different directions of the river and founded each in their own enterprise. Initially, Puma was called Ruda, in honor of how you understand, Rudolf himself, but the name had to be changed in favor of fraud and memorability, leaving the basis - four letters, the same vowels, similar to the first consonant.

Samsung

Translated from the Korean "Samsung" means "three stars".

Sanyo.

Chinese "three oceans".

Sharp.

The origins of the etymology lie in the 10th of the last century, when the Tokyo Tokuji Hayakawa began producing a corporate product - an ever-acute mechanical pencil that does not require sharpening. Sharp in English "sharp."

Siemens.

Founded in 1847 Werner Von Siemens (Werner Von Siemens).

Sony

The initial name of the company in Japanese sounded as "Tokyo Tsusin Koh Kabushiki Kaisa" and translated into English as "Tokyo TelecommunicateShnesnz Engineering Kopmannia". The founders of the company, Akio Morita and Masara Ibuki, were looking for a suitable word for a short name for a long time and stumbled upon the Latin word Sonus (sound). In 1950, the American Word Sonny, consonant with the word Sonus and the word Sunny (Sunny), were popular in Japan. What could be better? But the word Sonny written by hieroglyphs meant "loss". Then Akio of Morita came up with elapsed one letter "N" and called Sony.

Subaru.

By the name of the constellation of the Pleiades, which in Greek also wore the name "Seven sisters". And just "Seven sisters" in Japanese "Subaru". Literally into Russian, Brassed-Neim is translated as "unite into one unit." Pleiada constellation is displayed on the company's logo.

Swatch

Reducing SWISS Watch (Swiss Clock)

Toshiba.

He received its name as a result of a reduction in 1978 by the former name Tokyo Shibaura Elektric Co., Ltd, obtained by the merger of Tokyo Denki companies engaged in household electrical appliances, and Shibaura Seisaku-sho, which made heavy electric equipment.

Toyota.

Named Founder Sakichi Toyoda. Subsequently changed to a more harmonious Toyota. Japanese consisted of 8 letters (a happy number in oriental culture).

Viagra.

The first part of the word, "VI-", taken from the words Virility (potency), Vitality (vitality), Vigor (Energy). And the end of "-agra" means "catch", "grab".

Xerox.

Comes from the Greek "Xer", which, despite the guessing of especially witty comrades, is translated as "dry". The fact is that at the time of writing the name for the future of the copying giant (the end of the 40s) there was only wet copying, and the author wanted to emphasize the use of dye powder in the technology of dry powder. In English-speaking countries, the brand has no "xerox", but Ziroks.

Yahoo.

The word came up with Jonathan Swift (Jonathan Swift) in the book "Travel Gullyer". So called one nasty tribe, with which Gullivera had to face in his travels. Founders "Yahoo!" Jerry Yang (David Filo) chose this name, because Yahoo called themselves. In addition, this is such an exclamation of joy.

3m.

Mathematical recording of the three fourth acronym of Minnesota Mining and Manufacturing Company (Minnesota Mining and Production Company).

What will happen if we translate the names of famous companies into Russian: literally, creatively, with humor, or all together.

What forms do you see? This is only your imagination ...

Graham Smith's English graphic designer created the original BRAND REVERSIONING series, in which he replaced the corporate identity of one brand on the company's corporate style, often competing with it.

Facts about the origin of the names of famous global brands

Adobe - Named in honor of the Adobe Creek River, which flowed at the home founder of John Vornok (John Warnock).

Adidas. - in honor of one of the founders of Adi Dasler.

Apple. - Favorite fruit Founder of Steve Jobs (Steve Jobs). After three months of vain attempts to find a name for a new business, he put his partner an ultimatum: "I will name Apple, if you do not offer the best for 5 hours." Apples Macintosh - the name of the sort of apples sold in the USA.

Canon - In honor of Kwanon, the Buddhist God of Mercy. It was changed on Canon to avoid protests of religious organizations.

Casio. - in honor of the founder of Compneny Casio Tadao (Kashio Tadao).

Cisco. - Abbreviated San Francisco.

COMPAQ. - from COMP and PAQ (small integrated item).

Corel - in honor of the founder of Michael Covepland (Dr. Michael Cowpland). Cowpland Research Laboratory is decrypted (Copeland Research Labaratorium).

Daewoo. - The founder of the company Kim Wu Chong (Kim Woo Chong) called the company modestly, "Big Universe", which is exactly what is translated from Korean.

Fuji. - in honor of the highest mountain of Japan, Fuji.

Google - The name happened from the word googol, meaning a unit with 100 zeros. And Google was written on the check, which the founders of this project (among which, by the way, the former Russian - Sergey Bryn) received from the first investor. After that, they called the search engine exactly.

HP. (Hewlett-Packard) - Founders Bill Hewlett (Bill Hewlett) and Dave Packard (Dave Packard) threw a coin to decide whose name will be the first in the title. As you understand, Bill won.

Hitachi. - Japanese dawn.

Honda. - The name of the founder of Soichiro Honda.

Honeywell. - The name of the Founder of Mark Honeywell.

Hotmail - Founder Jack Smith (Jack Smith) came the idea of \u200b\u200baccessing email through a Web from anywhere in the world. When Saber Bhatia (Sabeer Bhatia) appeared with a business plan of this service, he went over all the words ending to Mail and eventually stopped at Hotmail, since the HTML letters (web page markup language) were present in the title.

Hyundai. - in the Korean "present" (time).

IBM. - International Business Machines.

Intel "Bob Noyce" and Gordon Moore (Gordon Moore) wanted to call Moore Noyce, but by that time had already essential hotels with such named. So they decided to stop on the reduction from Integrated Electronics.

Kawasaki. - In honor of the founder of Shozo Kawasaki.

Kodak - K is the favorite letter of George Eastman, the company's founder. He was looking for words, beginning and ending with this wonderful letter. Moreover, in all alphabets "K" is written equally. In the end, a codax was selected, allegedly such a sound produces a camera when shooting.

Konica. - Previously known as Konishiroku Kogaku.

LG - The first letters of the two Korean brands Lucky and Goldstar.

Lotus. - Mitch Kapor (Mitch Kapor), the founder of the company, was engaged in meditation. Hence the name (lotus posture).

Microsoft. - Microcomputer Software. It was originally written as Micro-Soft. Then the dash was removed.

Mitsubishi. - invented the founder of the company Yataro Ivasaki (Yataro Iwasaki) in 1870. Japanese means "three diamonds". The name is displayed in the company's logo.

Motorola. - Founder Paul Galvin (Paul Galvin) came up with the name when his company began producing radio for cars. Many manufacturers of audio components at the time ended with OLA.

Mozilla Foundation - The successor to Brausaker Netscape Navigator. When Mark Andersen (Marc Andresen), the founder of Netscape, created a browser to replace Mosaic, inside the company it was called Mozilla (Mosaic-Killer, Godzilla).

Nabisco. - Initially, "The National Biscuit Company", in 1971 changed to Nabisco.

Nikon. - Initially, Nippon Kogaku, means "Japanese optics".

Nintendo. - Composite from the 3 NIN-TEN-DO Japanese hieroglyphs, which can be translated as "heaven bless hard work."

Nissan. - previously known as Nichon Sangio, which means "Japanese Industry".

Nokia. - Began how the woodworking plant began, it was grounded to the production of rubber products in the Finnish city of Nokia.

Novell - The name came up with the wife of the co-founder of Jogg Canova. She mistakenly thought that "Novell" in French means "new".

Oracle - Founders of Larry Ellinson (Larry Ellison) and Bob Wats (Bob Oats) worked on a consulting project for the CIA, whose code name was Oracle. Subsequently, the project was closed, but the name remains.

Sanyo. - Chinese "three oceans".

SAP - "Systems, Applications, Products in Data Processing", based 4 former IBM employees who worked in the Systems / Applications / Projects group.

SCO. - From Santa Cruz Operation.

Siemens. - Founded in 1847 Werner Von Siemens (Werner Von Siemens).

Sony - From the Latin "Sonus" (Sound) and "Sonny" (Tiny in Slang).

Subaru. - named constellation. It is also displayed on the company's logo.

Sun. - Founded by 4 university friends, a reduction from Stanford University Network.

Suzuki. - named Founder Michio Suzuki.

Toshiba. - was founded after the merger of the company specializing in the goods of folk consumption, Tokyo Denki (Tokyo Electric CO) and electric concurrency Shibaura Seisaku-sho (Shibaura Engineering Works).

Toyota. - named Founder Sakichi Toyoda. Subsequently changed to more enhanced Toyota. Japanese consisted of 8 letters (a happy number in Japan).

Xerox. - Inventor Clastor Carlson (Chestor Carlson), wanted to reflect the word "dry" in the title (since at that time it only existed wet copying). "XER" is dry in Greek.

Yahoo. - The word came up with Jonathan Swift (Jonathan Swift) in the book "Travel Gullyer". So called a repulsive, disgusting person. Founders "Yahoo!" Jerry Yang (David Filo) chose this name, because they called Yahoo themselves. However, now the name is decrypted as Yet Another Hierarchical Officious Oracle.

3m. - Minnesota Mining and Manufacturing Company