http://www.lemay.qc.ca/img/projects/courdappel7.jpg

The issue between brand names and the Quebecois de la Langue Francaise was brought into legal action by companies such as Walmart, Best Buy, Gap, Old Navy, Costco, and Guess. As we all know, Quebec and its surrounding cities use French as their main language; and many citizens there would say to adding or changing the company’s brand name with French description/name of store – such as, “Le Magasin Walmart” which means “The Walmart Store”.

According to the material I’ve learned in Commerce 101 class, I agree with Yahel Jarus-Hakak’s comments from his blog – Post #9- Walmart, Costco, among businesses taking Quebec government to court over French signs. He mentioned that “a marketing professor from Concordia university claims that the companies are going through this trouble to protect the look and feel of their logo.” From a business perspective, a logo and a brand name is known as brand recognition. Taking legal actions is a way that the companies use to protect their brand names.

http://boogiestudio.com/blog/wp-content/uploads/2009/04/adidaslogo.jpg

A change in brand name can decrease the demand and sales made in the future. For example, Adidas is one of the brand that is known to have a fake spelling in Asia – Addidas. The extra “d” that showed in Addidas actually decreased the sales from customers who actually know the brand. Therefore, I support the companies into taking actions to protect their brand names.

Information from: http://www.calgaryherald.com/business/businesses+heading+court+against+Quebec+government+over+French/7567073/story.html