Trademarks Suggest Huge Branding Change For Vivo In Europe

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Vivo has trademarked a bunch of new smartphone names with EUIPO (European Union Intellectual Property Office). On its own, that doesn't sound all that revealing or exciting, as many smartphone OEMs do that on a regular basis… but there's more info here than meets the eye.

These trademarks actually suggests a huge change in naming of Vivo's smartphones, at least in Europe. The company filed for eight trademarks with EUIPO, including Vivox APEX, Vivox NEX, Vivox S, Vivox U, Vivox V, Vivox Y, Vivox Z, and Vivox IQOO.

As you can see, all of these phones carry the "Vivox" branding, which is the first time we're seeing something like this. Now, the timing of these trademark applications is perfect, as rumors have been roaming around regarding Vivo's activity in Europe. The company is allegedly planning to start selling its smartphones in Europe officially, and based on these trademarks, their devices may sport the "Vivox" branding.

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All of these trademarks have been submitted by Vivo Mobile, and it remains to be seen if the company plans to stick with Vivo name as well, or will it use Vivox only in Europe. For example, the company may go with "Vivo Vivox NEX" name, or simply "Vivox NEX". If you ask us, the second option is more probable, as the first one simply seems weird. If Vivo wanted to attach another branding in addition to "Vivo" to a phone, they would have probably went with something other than "Vivox", as that word is almost identical to "Vivo".

This change is not all that weird, at all, as many companies rebrand their devices for international markets. Vivo has been doing that for a short period of time, as it did release several international variants of its products.

What's weird about this, is that Vivox is an American company that offers voice and text chat services for the video game industry. According to Letsgodigital, however, the request status for Vivox Inc's trademarks is set to "rejected", though we're not really sure what trademarks is that referred to, exactly. In either case, Vivo will probably be granted Vivox trademarks, in Europe, at least, and considering that the company will use the Vivox branding only in Europe (most probably), that's not an issue.

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Vivo had released a number of rather interesting smartphones in the last couple of years, but it remains to be seen will users in Europe be at all interested in those phones. Vivo has a number of additional phones in the works, and it could become one of the first companies to release a smartphone with under-display camera… well, either Vivo or OPPO, or both even, as those are sister companies and usually get such technology before OnePlus, which is also owned by BBK Electronics.

It is also worth noting that Vivo had scheduled a press conference in India on August 7, where the company will probably introduce its very first S-series smartphone, but Vivo may also talk about the Vivox name… if it plans to use it in India in the near future. If not, we'll have to wait for some sort of a European event.