Choe Yong-shik, the author of What’s Wrong With Korea’s Global Marketing, has some interesting comments on company names and branding in South Korea.
He notes that in 1992 the Korean company Samsung switched its logo, changing from using the Chinese characters 三星 to the Roman alphabet (with a stylized A):
This, he says, is representative of a trend:
Since the 1990s, many companies have carried out similar corporate identity projects that have seen the gradual extinction of the practice of using Chinese character logos. Companies have increasingly leaned toward more appealing names in the Roman alphabet as a means to establish a global brand image.
Using Chinese characters as an international brand image in today’s global market is not only ineffective, but it also borders on silliness.
source: Samsung, LG’s Brand Globalization History, Korea Times, December 26, 2005