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July 27, 2007

International Product Naming and Branding: New Improved Shito is Hard to Digest

shito-mix.gif cock.gif Remember those Hungarian Peppers, Portuguese Sardines and Spanish Fig Cakes your Uncle Bob and Aunt Bertha brought back from their European tour in '72? The sheer uniqueness of the hard-to-find food products made them a valuable and treasured gift... in fact, they were almost too good to eat.

Flash forward to 2007.

Today, international packaged food products can cross borders at the click of a mouse... creating entirely new markets for what was once a niche specialty. As a result, savvy food marketers from all over the world are queuing up to list their packaged products with online specialty retailers, grocery delivery services and even on eBay.

fart.gif batata-bricks.gif But a word of caution is long overdue. Some of these products names do not translate well into the international language of commerce: English.

Here are some naming and branding product examples that could have benefited from a second linguistic opinion.

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Posted by Diane Prange at July 27, 2007 10:59 AM
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