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According to the China Trademark Network, Nissan Automotive Co., Ltd. registered a new graphic trademark in China in February 2019, which is likely to become the new LOGO of Nissan in the future. From the new trademark point of view, the overall change is still quite great, the new trademark deleted the "NISSAN" English logo, changed to irregular oval plus directional flattened shape. According to insiders, the trademark will be announced in April this year and will be launched from May to June.

According to data, Nissan was born in 1933. Since its birth, Nissan has changed its standard for six times. At present, Nissan's global LOGO was designed and launched in 2003. From the perspective of the evolution and development of Nissan's LOGO over the years, Nissan's "NISSAN" English logo is the center, while from the exposure of the trademark, it seems to erase consumers' impression of "NISSAN".

The change of car brands is nothing new in the industry. in recent years, many well-known car brands, such as Volkswagen, Toyota, BYD, Baojun, Changan and BAIC, have changed or changed their labels.

Automobile brand change has two direct purposes: one is to abandon the negative equity of the brand, and the other is to establish a new brand image. Judging from the recent development of Nissan, there are some problems more or less.

Nissan, as one of the three giants of the Japanese system, has a remarkable sales performance in China's domestic market. On January 8th Nissan released its 2019 sales results. According to statistics, Nissan sold 1546891 units in China in 2019. Of this total, the passenger car sector of Dongfeng Motor Co., Ltd. (including Dongfeng Nissan and Dongfeng Qichen) sold 1293086 vehicles for the year, down 0.6 per cent from the same period last year. The light commercial vehicle sector, which includes Dongfeng Motor Co., Ltd. and Zhengzhou Nissan, sold 213129 vehicles for the year, down 1.8 per cent from a year earlier.

In addition, the news that former Nissan chairman Ghosn fled to Lebanon put Nissan in an awkward situation. It is understood that on November 19, 2018, Ghosn was arrested by the Special search Department of the Tokyo District Prosecutor's Office on suspicion of concealing a huge amount of personal income and misappropriating company funds.

On March 5, 2019, Ghosn was released on bail. Unexpectedly, on December 31, 2019, Ghosn, who was released on bail, absconded to his hometown in Lebanon to stage a real-life version of the spy movie.

On January 7, in response to Ghosn's absconding, Nissan officially issued a statement that "Ghosn violated the bail conditions stipulated by the court and fled to Lebanon, ignoring the Japanese judicial system."

It has been revealed that Ghosn plans to hold a press conference in the Lebanese capital Beirut at 10:00 Japan time on the 8th, when he may talk about the process and reasons for the escape.

Logo reset is regarded as part of the company's image reshaping, automobile brands change LOGO behavior, on the one hand, in order to follow the development trend of the times, adapt to the aesthetic, transformation and internationalization of the times. On the other hand, it is to get rid of negative assets and change consumers' stereotype of brands. At present, Nissan has no significant decline in the car market, but the accumulation of negative assets has a growing impact on Nissan. For Nissan, 2020 is a tough battle.

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