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International Views on Branding & Rebranding

Come learn from the experts about their successful experiences in global branding and rebranding. Join your fellow marketers April 17, 4:00-5:30p.m. to learn international views on branding and re-branding.


What to Expect

An electronics company that resulted from the merger of two Korean brands, Lucky and GoldStar, could have stuck with the name Lucky GoldStar; however, that brand might not have projected the high-quality image that normally appeals to electronics consumers in the United States. Fortunately, many international customers including Americans have been much more eager to buy electronics bearing the rebranded name, LG, and “life’s good” for that company.

Utah companies have also found it beneficial to alter their logos or brand names as they expand internationally. 

Key Takeaways:

• Why brands and names are perceived differently in other countries
• Examples of logo and brand changes that have been well received internationally
• How your brand name helps or hurts your global online presence and SEO
• Tips to prevent your brand from becoming a global punch line
• Steps taken to successfully rebrand

Expert Panelists and Moderator:


Ed White joined Overstock.com in 2005 and has since served in a variety of roles throughout the business. He is currently the Director of International Business, leading the development and implementation of a comprehensive strategy for international expansion. Previously, he worked for IBM, the City of Philadelphia, and in the U.S. Army.


Laura Shafer is the director of product marketing at StorageCraft and previously managed public relations for PowerQuest Corporation. She has more than 25 years of experience as a global communicator, is an experienced traveler, and has great insight into the needs of international corporations.

Independent Contractor

Silvia Carvalho has more than 15 years of localization management experience, including experience as a Spanish translator. She has overseen a wide range of projects ranging from translation of massive corporate websites with millions of words to global linguistic brand checks in over one hundred markets. She is currently an independent localization manager, handling projects in various industries, including many marketing translation projects.


Moderator Adam Wooten has been leading translation service departments in Utah and California for the past decade. He writes a column on international business, marketing, and culture for DeseretNews.com. He was also on the formation committee that founded the Utah Chapter of the AMA in 2011.

New International Marketing Group:

Huddle with us briefly to learn about upcoming activities including presentations, lunches, and networking events. Join the group and get involved in a volunteer position such as co-director, presenter, or event host.

More panelist information to come soon. Register today to reserve your seat!

TEXT the keyword/message UTAMA to 88588 to be on the list to recieve reminders of monthly events.

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Event Details
Event Name: International Views on Branding & Rebranding
Wednesday, April 17 04:00 pm
04/17/2013 - 04/17/2013
Location: Bank of American Fork
Riverton Branch
2691 West 12600 South
Riverton, UT 84065

Venue: Bank of American Fork: Riverton Branch
Event Owner: Krystal Guerra
Price: $35.00
Member Price: Free
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