In a recent move, the dominant Chinese smartphones manufacturer Xiaomi has announced that it will drop the Mi branding from its smartphones and other products. Ths company aims to do this to unify its global brand presence. It announced that the new brand identity will enable two distinct product series under the parent corporate brand.
While it will drop the Mi branding from its products, the business or corporate will still retain the logo. Eventually, the stores and corporate offices of Xiaomi will carry the orange-colored logo.
Xiaomi Drops Mi Logo
As the Mi branding will be removed, the product portfolio under the brand will have the prefix Xiaomi. The company notes that the products manufactured under the Redmi brand will remain unaffected due to this move.
Regarding this move, Jaskaran Singh Kapany, Head of Marketing at Xiaomi India, said that the company intends to have a unified presence as it grows globally. With the logo change, it envisions to bridge the gap between its products and brand. The new Xiaomi logo sans Mi branding will be used for its premium products representing the pinnacle of technology and offer a premium experience.
As the festive season is approaching soon, Xiaomi’s premium product series ‘Mi' will be renamed to Xiaomi, the senior executive said in the press release. The company has gradually acted up on the Mi branding since the past few months. It dropped the branding from the Mix series smartphones and launched the Xiaomi Mix 4. In China, the company sells its flagship, the Xiaomi 11 and not the Mi 11 as in India.
Lastly, the Mi Notebook Ultra, its latest laptop in India, features the Xiaomi logo instead of a Mi logo.
Why This Move From Xiaomi?
For long-time users of Mi phones, this change might take time for them to get used to it. This move could be rational for those who are using these products. However, given that the company is successful of late with a surge in the number of Chinese OEMs dominating this market segment, we need to know that the company wants to keep one popular brand name all over the world. As Xiaomi is a popular brand name, the company might have decided to drop the Mi brand name. Moreover, two brand names might bring in unnecessary confusion.