It’s been two weeks since the Experior project presentation of Branding and Communication at Ca’Foscari, an experience that involved 12 groups of students coming from all over Veneto, Italy and the world, the two professors Vescovi and Hu, and tutor Rizzo, as well as two companies that needed our help.

Around The World (that’s the name of our group) is a remind of our different nationalities, in particular Italy, Russia, Germany, France and Korea. Probably we would’ve never met without this opportunity Ca’Foscari University gave us. Too different cultures and languages to get together someone may say, but each one of us tried their best to handle the ‘quietly silent’ English of Sara, the ‘bossy’ Virginia, the ‘almost never’ present Eleonora (that helped from distance, though), the ‘picky’ Giulia, the ‘I’ve got a call’ Sophie and the ‘peaceful’ Katja.

We are all glad we have worked together, learning the meaning of being in a group, and see with our own eyes the problems a real firm faces. In our case, we had the opportunity to work for Thea, the CEO of Active Languages, a really nice and kind woman with a lot to give to the world. We would like to thank Ms. Gardellin for her patience and the touching speech she gave us at the end of the event. We hope she will get the best out of all the six groups and remember all our efforts when her business will be one of the most important in the sector!

We never imagined that the Experior project would be such a big event, and we kind of regret we didn’t do more than just a poster and a short report. We were newbie and this is what the tutor told us to do, but next time we will come more prepared, competitive and determined… watch out!

Good luck for the exam of tomorrow to all the brave ones!

Around The World

Experior Project? Done ✔


Only 3 days left and the Ca’ Branders want to wish you all good luck!

After 10 weeks of happy, crazy, sad, exciting or tense moments, we reached the end of this beautiful experience. The Experior Project has been a mean to apply and implement our knowledge into a real case, with all the problems that arise during the journey.

It’s not a secret that working in team may be difficult, since each one of us is different, but how much is thrilling to see your own project taking shape? We challenged ourselves day per day in order to reach together an original and satisfying solution. This has been the perfect opportunity to learn not only from the mere theory on books but from real company problems.

Thank you all for this memorable experience, we will remember it for a very long time.

Leonardo, Jessica, Charlotte, Viviana, Giada

EXPERIOR final presentation – Well done!


Today at the Department of Management of Ca’ Foscari University, EXPERIOR groups presented their Branding & Communication plan proposals to Active Languages and Fish&Friends.

Congratulations to everyone for the great work!

More pictures and best groups’ nominees will be posted soon, stay tuned!

Class materials – Week 5

china digital

Under ISA materials, you can now download:

  • the presentation by this week’s guest speaker Ruth Arban from the advertising agency Y&R Italy;
  • the presentation by this week’s guest speaker Guido Ghedin from the agency Young Digitals;
  • the presentation of the last topic of our course, International Branding and Communication with a focus on the Chinese market;
  • some info about EXPERIOR project presentation and next steps we discussed in class today.

Next week on Thursday 4 May, we’ll have:

  1. the last groups’ WIP presentations (all groups should send both their presentations by mail);
  2. course recap for the exam;
  3. Q&A about EXPERIOR presentation on Friday 5 May.

When the Name Game Gets Serious in China

SHANGHAI, China — It’s not easy getting a brand’s Chinese name right. Airbnb learned that the hard way, when the home-sharing service announced it would go by the name “Aibiying” (爱彼迎) in China. The Chinese name translates as “welcome each other with love,” an attempt to convey Airbnb’s mission and philosophy of bringing together people from all around the world. But many Chinese consumers think it sounds awkward, and that it isn’t easily understood.

“It’s important for [foreign] brands to have a proper [Chinese] name, as that’s how they make their first impression on consumers. Chinese people have traditionally placed a great emphasis on names, as they believe a good name can lead to good fortunes,” says Yiling Pan, luxury business and fashion reporter at Jing Daily.

But given the complexity and uniqueness of the Chinese language, and that the name has to be legally available as a trademark, this is no easy feat. “It’s often the case that when [foreign] brands find a good Chinese name, they realise that it has already been taken by domestic Chinese groups or individuals,” says Zara Hoffman, associate publisher at Jing Daily.

Many Chinese consumers casually and comfortably use the original brand names for fashion and luxury brands. But there are also a great number of Chinese consumers who don’t speak foreign languages well enough to pronounce a foreign brand name in its original form.

Typically, there are four ways foreign brand names get interpreted. The most common is transliteration, especially beauty and jewellery brands. For example, the four characters of Estée Lauder’s Chinese name “Yashilandai”(雅诗兰黛) mean elegance, poetry, orchid and cosmetics. Another way is through literal translation. Swiss watch brand IWC’s Chinese brand name “Wanguobiao” (万国表) literally means “watch of ten thousand countries”. Sometimes, a more liberal translation is used in pharmaceutical and technology brands. Canon’s Chinese name “Jianeng” (佳能) both resembles its English pronunciation and represents the brand’s good quality (佳) and functionality (能).

The last way, which is also the most challenging and difficult, combines two or three methods at the same time. “Aimashi” (爱马仕), sounds similar to Hermès and it means equestrian enthusiast. Vetements presented its Chinese name as “Weitemeng”(维特萌), meaning “unique, special and cute” which has been very well received as a more contemporary interpretation.

However, sometimes Western brands inadvertently choose Chinese names that have a negative connotation, something that could have an adverse impact on their businesses.

Pan cites the example of Bottega Veneta, which changed its official Chinese name in 2013 to “Baodiejia” (葆蝶家) because its initial translation “Baotijia” (宝缇嘉) was already registered in the mainland. The new name immediately prompted public backlash for having a negative connotation that could mean “a steep drop in price.” Experts said it did not match the Italian brand’s high-end image. As a result, Bottega Veneta stopped using the Chinese name on its official Chinese website and its social media channels like WeChat and Weibo.

Some luxury brands have refrained from rebranding their names in China entirely, out of a desire to present a unified brand image. Other global companies with short names, such as Gap, expect Chinese consumers to learn their Western names. Simultaneously, as more Chinese brands go global, they are also thinking about names that work internationally. Mobile social app Weixin rebranded itself as WeChat in 2012, for example.

“For fashion brands, they have to really understand who their target audience is when naming their brands. That said, the role of Chinese millennials [is also important]. As a unique demographic shaping the country’s fashion industry, brands cannot afford to ignore their linguistic habits, preferences and interests if they hope to do business with them,” says Pan.

How Delta’s Focus on Customer Experience Turned a Bankrupt Airline Into a Powerhouse Brand

Dear all,

today we’ve found the interesting case of Delta, Eleven years after filing for bankruptcy in 2005, Delta recorded record profits in 2016 while receiving kudos from inside and outside the industry, landing on lists for customer affinity and best places to work.

How they are able to do this?

Here’s how Delta built a powerhouse brand, and how its Atlanta roots have contributed to its success:


  • Sharing the love

    Throughout its history, Delta has followed the adage that “happy employees equal happier customers.”

  • Southern hospitality

    “There’s no doubt that being Southern brings this airline an aura of hospitality,”

  • Experience counts

    Improve the customer experience. Since it acquired Northwest Airlines in 2008, Delta has been on a mission to reinvent air travel, upgrading the in-flight experience with better food, craft beer and more movies on flights. In February, it introduced free in-flight meals in 10 domestic markets as part of its investment in improving the onboard experience.

“The challenge is to make every customer feel like one in 180 million versus one of 180 million.”

Here the full article.

Alfa Experior



We are Alfa experior and we are working with Active Languages. Our mission is to find a way to help and promote their business and reach more clients like firms.

Starting with what are the main strengths and weaknesses we’ve analyzed the current Website, the Target marketing and the Customer’s expectations.


  • The main topic is not clear;
  • Internet → facebook, website company-created (not constantly updated);
  • There are not any news on newspaper, magazines or radio;
  • The company offers some events but they have to be more focused on the offers proposed by the company.
  • Suggestions: improving the website (promotional video, reviews of clients, better descriptions of team members and direct contact with them),


  • For privates: we suggest more promotional activity on social media (Facebook, Instagram, Twitter), direct marketing (flyers), advertisement on magazines/newspapers, radio, guerrilla marketing (song and its translation).
  • for companies: we suggest a partnership with important fairs for interpretation/courses promotion, also banners and web advertising, high position on search engines using keywords.

Finally, we’re focused on the role of IMC


  • The IMC role is crucial: since the company doesn’t provide for essential services, the communication strategy is the only way to distinguish from competitors in a market which is full of similar offers. It helps to underline the main strengths and communicate objectives and purposes.

Take a look at our short presentation – Alfa Experior (1) – and leave a comment below.

#Experior #ExperiorProject #Communication #Unive


EXPERIOR is an innovative teaching program launched by the Department of Management of Ca’ Foscari University in 2016, which is aimed at integrating academia and practice.

During the coursework, students work in group to develop a solution to a real firm’s problem.

The firms involved in the the Branding and Communication course are: Fish & Friends and Active Languages.

Official website of the project: http://www.experiorproject.it/