给公司改名学问大：苹果黑莓天堂地狱

达特桑更名日产（1981年）

    在美国，日产汽车公司生产的卡车以日产（Nissan）的品牌销售，但是小轿车一直到1981年都是以达特桑（Datsun）的品牌在销售。这家公司在190个国家的小轿车销售量突破2000万辆后作出了一个艰难的决定，放弃在美国投放的达特桑品牌（该品牌在日本已有近一个世纪的历史，名字源于日语“Dat”，意思是“快如脱兔”），以便统一全球品牌。品牌关联在汽车业中至关重要，这招“颇具争议”的险棋招来不少非议，汽车研究公司Edmunds公司高级编辑比尔•维斯尼克指出。这个决定代价很高，大约要六年时间才最终完成。

    维斯尼克说：“大家可以看到同一品牌沿用数十年，甚至几代人时间，因为这对让人们了解这款车的出处至关重要。”

    颇具讽刺意义的是，日产公司目前又决定让达特桑品牌复活，并于2014年在印度、印度尼西亚、俄罗斯和南非等国家推出“21世纪的第一款新达特桑汽车”。维斯尼克指出，日产公司此举背后原因在于，公司其他副牌都很“成功”，公司用这些副牌来推广与日产原有品牌无关的车型。（财富中文网）

    译者：邓婕

Datsun to Nissan (1981)

    In the U.S., trucks made by the Japanese automaker now known as Nissan were marketed under the Nissan brand -- but small cars were branded as Datsun until 1981. After selling 20 million cars in 190 countries, the company made the difficult decision to drop the Datsun name (which originated in Japan almost a century ago, and comes from the Japanese word 'DAT' for lightning fast) from its U.S. operations to unify its global brand. The "controversial" move was highly criticized, given the importance of brand association in the car industry, said Bill Visnic, a senior editor for car research company Edmunds. The endeavor was also expensive and took roughly six years to complete.

    "You see cars using the same name for decades and generations because it is critical to make it clear to people where the car came from," Visnic said.

    Ironically, Nissan has decided to resurrect the brand and will unveil the "first new Datsun car for the 21st century" in 2014 in countries like India, Indonesia, Russia and South Africa. The company made the move because sub-brands are largely "in style" now and car companies are using them to promote vehicles they don't necessarily want to be associated with their original brand, Visnic said.