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March 20, 2008

English Product Naming Appeals In Spain, Taiwan, China and the Ukraine

The news that Ukrainian firms are adopting Western images and naming to capture western market share falls in line with the trend worldwide to embrace English sounding names. A law firm that changed its name from Shevchenko Did­ovskiy & Partners to Asters is simply good business sense in a quickly globalizing world.
Taiwanese companies are also embracing English naming as are Chinese companies.

The headlines last month discussed a Chinese bun shop that had renamed itself “Go Believe,” which sounds a lot like the famous Chinese brand, Goubuli, which translates to "Dog wouldn't care it.”

Brand names often do not translate well from country to country: according to the Branding Strategy Insider.

mitsubishi-pajero.gifThe Mitsubishi Pajero had to be renamed in Spain because the word pajero is slang for "one who masturbates." No German will drink a latte because it is a slang term for an erection in Germany.

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Posted by William Lozito at March 20, 2008 7:37 AM
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