It Was Difficult To Pronounce, So Trawlbens Finally Changed The Name To Troben And Launched A New Product

Dok/CNI

It Was Difficult To Pronounce, So Trawlbens Finally Changed The Name To Troben And Launched A New Product

Monday, 15 Jul 2024

There are various reasons why companies change their names. For example, PT TrawlbensTeknologi Anak Indonesia, also known as Trawlbens, officially changed its name to Troben. BenySyarifudin, CEO of Troben, stated that one of the reasons for the name change is the difficulty of pronunciation.

"Many people have suggested changing the name. Trawlbens does sound cool, but it's too hard to pronounce. Some people even suggested that if we really want to use the name Trawlbens, the spelling should be different. They suggested Trawelbens. So, it's easier for people to read," said Beny, in a written explanation on Friday (12/7).

Although initially firm with the name Trawlbens, Beny, who is also the owner of PT Klik Logistics PuteraHarmas, received a lot of advice regarding the cargo business. If you want to do business, don't be too idealistic, but also be realistic by listening to a lot of advice for the progress of the business.

"I didn't want to change it at all. I was determined to find a name that was difficult because I saw it as a challenge. After 3 to 4 years, I thought I also had to be realistic and listen to advice," he explained.

Before deciding to change the name from Trawlbens to Troben, the former cleaning service conducted a trial using the word Troben on its platform. "Indeed, after changing the name to Troben, no one mispronounced it. That's why I decided to change the name," he added.

With this name change, Troben also innovated by completing a new product, namely the truck rental service called TrobenTruk and the car delivery service called TrobenCarier. All of these can be accessed from the Troben application.

To introduce this name change, Troben aggressively conducted branding. Recruiting truck partnerships became the most effective way to rebrand. Every truck or fleet that joins the Troben partnership will receive a branding sticker.