WHY BVLGARI NOT BULGARI

In the world of Italian luxury, few names carry as much weight as BVLGARI. The brand, founded in Rome in 1884, is renowned for its exquisite jewelry, watches, and accessories. But while the name BVLGARI is now instantly recognizable, it wasn't always spelled that way. In fact, for much of its history, the company went by the name "Bulgari."

So, what's the deal? Why did BVLGARI change its name?

The answer, as it turns out, is a bit complicated. It has to do with a combination of factors, including Italian pronunciation, trademark issues, and a desire to appeal to a global audience.

Italian Pronunciation

In Italian, the letter "U" is pronounced as a hard "OO" sound. So, the name "Bulgari" would be pronounced something like "BUL-GAH-REE." However, in English, the letter "U" is often pronounced as a soft "U" sound. This means that many English speakers were pronouncing the name "Bulgari" incorrectly, as "BUL-GUH-REE."

Trademark Issues

In the early 1990s, BVLGARI faced a number of trademark challenges. In the United States, for example, a company called Bulgari Corporation filed a lawsuit against BVLGARI, claiming that the company's name was too similar to its own. BVLGARI eventually won the lawsuit, but the experience was costly and time-consuming.

Global Appeal

As BVLGARI expanded its reach into new markets, the company realized that the name "Bulgari" was not as easy to pronounce or remember for non-Italian speakers. Changing the name to "BVLGARI" made it more accessible to a global audience.

The V Makes All the Difference

The addition of the letter "V" to the name "Bulgari" also had a subtle but significant impact on the brand's image. The letter "V" is often associated with luxury and exclusivity. It's the first letter in the word "Victory". It's the symbol of the Roman God, Venus. These associations helped to elevate BVLGARI's brand image and make it even more appealing to high-end consumers.

A New Era

In 2011, BVLGARI officially dropped the "U" from its name and became known simply as BVLGARI. This marked a new era for the company, one in which it would continue to grow and expand its global reach. Today, BVLGARI is one of the most recognizable and respected luxury brands in the world.

Conclusion

The decision to change the name from "Bulgari" to "BVLGARI" was a strategic one that has paid off for the company. The new name is easier to pronounce, remember, and appeal to a global audience. It has also helped to elevate the brand's image and make it even more desirable to luxury consumers.

Frequently Asked Questions

Q: Why did BVLGARI change its name?
A: BVLGARI changed its name in 2011 to make it easier to pronounce, remember, and appeal to a global audience. The change also helped to elevate the brand's image and make it even more desirable to luxury consumers.

Q: What does the name "BVLGARI" mean?
A: The name "BVLGARI" is derived from the Latin word "vulgaris," which means "common" or "ordinary." However, the addition of the letter "V" to the name gives it a more luxurious and exclusive feel.

Q: How is "BVLGARI" pronounced?
A: BVLGARI is pronounced as "BUL-GAH-REE."

Q: Is BVLGARI a luxury brand?
A: Yes, BVLGARI is a luxury brand. The company is known for its exquisite jewelry, watches, and accessories.

Q: Where can I buy BVLGARI products?
A: BVLGARI products are available at the company's flagship stores and select department stores around the world. You can also purchase BVLGARI products online at the company's website.