crashbandicootnitrofueled| What was the reason why Lexus changed its name to Lexus?

Lexus has been named "Lexus" since it entered the Chinese market in 1989. However, with the promotion of brand globalization strategy, Lexus decided to unify its global brand name as "Lexus" in 2004 and officially entered the Chinese market in 2005. This name change is not aimless, and there are many considerations behind it.

I. the need of brand globalization strategy

As Toyota's luxury car brand, Lexus has been doing well in the global market. However, due to the different translation of brand names in different markets, the global unity and identification of brands are affected. Therefore, in order to better promote the globalization strategy, Lexus decided to unify its global brand name as "Lexus" to improve the global recognition and influence of the brand.

Second, the adjustment of market strategy

In the Chinese market, the Lexus brand has been showing people with a high-end and luxurious image, but with the intensification of market competition, the brand needs to highlight its luxury attribute. Therefore, Lexus chose to use the more luxurious name "Lexus" to further enhance the brand's market positioning. At the same time, renaming also helps brands to make more innovations and attempts in marketing and publicity.

Third, the reshaping of brand positioning

When the Lexus brand entered the Chinese market in the early stage, the main consumer group was the middle class, and its products were famous for their practical and cost-effective products. However, with the development of Chinese society and the upgrading of consumption, more and more consumers begin to pursue more personalized and high-end automotive products. Therefore, Lexus chose to use the more high-end name "Lexus" to reshape the positioning of the brand to adapt to changes in the market.

IV. Optimization of brand communication

In terms of brand communication, Lexus has always been famous for its excellent quality and excellent service. However, with the intensification of market competition, brand communication needs to be more accurate and efficient. Therefore, Lexus chose to use the more recognizable name "Lexus" to optimize the communication effect of the brand in order to better attract the attention of consumers.

Summary

To sum up, Lexus changed its name to Lexus, which is a comprehensive consideration of many factors, such as brand globalization strategy, market strategy adjustment, brand positioning reshaping and brand communication optimization. This renaming not only contributes to the global unity of the brand, but also contributes to the further development of the brand in the Chinese market. In the future, Lexus will continue to provide consumers with more high-end and personalized automotive products with excellent quality and service.

The following is a comparative table of Lexus before and after changing its name to LexusCrashbandicootnitrofueled:

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