Evil or Shoe??????

Christening a Brand depends on careful selection of brand elements. Brand elements chosen must be meaningful and reflective of the product features and usage. Inappropriate Brand manes could prove disastrous as happened to Reebok.

Reebok launched a women's shoe brand called Incubus in the year 1997. After shipping about 53000 pairs of shoes, the company was horrified to learn the real meaning of Incubus.

Inquisitive of its meaning?

The Webster's dictionary defines Incubus as "the evil spirit that..... has sexual intercourse with women when they are sleeping"

Reebok wasted no time in seeking public apology and modified the name.