Philips Rebranding Strategy: Philips Lighting Rebrands as Signify with Chinese Brand Identity Created by Labbrand

Philips Rebranding Strategy: Philips Lighting Rebrands as Signify with Chinese Brand Identity Created by Labbrand Overview

SHANGHAI, JULY 27, 2018 – Philips Lighting, the world leader in lighting, launched its new company name Signify 昕诺飞 on May 16th. Labbrand’s expertise shines through in the creation of the Chinese brand name 昕诺飞 [xīn nuò fēi] for Philips rebranding strategy. Illuminate the path of innovation and cultural resonance as Signify transforms, marking a brilliant chapter in Philips’ jourrney in the Chinese market..

For more than 125 years, Signify (previously Philips Lighting) is the pioneer and leader in lighting for professionals and consumers and lighting for the Internet of Things. With operations in more than 70 countries, it is widely recognized as the most trusted lighting brand in the world. The launch of the new company name anchors Signify’s commitment to reinforce industry leadership in the age of Internet of Things. “The choice of our new company name originates from the way light becomes an intelligent language, which connects and conveys meaning. It is a clear expression of our strategic vision and purpose.” Said Eric Rondolat, CEO of Signify. The name change is expected to be implemented in all the countries where it is active by the beginning of 2019.
 

Labbrand, the leading China-originated global brand consultancy, worked closely with Signify to create the Chinese name 昕诺飞 [xīn nuò fēi]. Sharing a close phonetic link with the English name, 昕诺飞 conveys a sense of prosperity and reliability. Maintaining the character 飞 from 飞利浦 Philips rebranding strategy, 昕诺飞 carries a strong heritage and represents a positive outlook into the future. 

“We are happy to have worked with Signify to help them bring their new aspiring vision to the Chinese market. The Chinese name builds positive associations with trust and dynamism, representing the progressive spirit of the brand.” Said Judy Wang, Creative Director of Labbrand.

Philips Rebrand Strategy – About Signify

Signify (Euronext: LIGHT) is the world leader in lighting for professionals and consumers and lighting for the Internet of Things. Our Philips products, Interact connected lighting systems and data-enabled services, deliver business value and transform life in homes, buildings and public spaces. With 2017 sales of EUR 7.0 billion, approximately 32,000 employees and a presence in over 70 countries, we unlock the extraordinary potential of light for brighter lives and a better world. 

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.