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Featured Article
Monday, September 1, 2014
 

Takeaway


International branding errors cause trouble

Jeff Williams

The annals of marketing campaigns are littered with offensive and often hilarious translations and branding efforts that have backfired, originating from large companies that should have known better.
At a recent session on “Taking Your Brand Global” at the National Retail Federation’s annual Big Show in New York, executives from Disney and Jimmy Choo shoes made the point that you only get one chance to make a first impression. If you blow that, then you have a lot of damage control to do, and you may never capture that market. Even well-established brands falter when they don’t conduct the right market research and take into account historical, cultural and linguistic considerations.
Just this past March, footwear giant Nike was in the hot seat. . .

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Above excerpt taken from the April/May 2012 issue of MultiLingual published by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, Idaho 83864-1495 USA, 208-263-8178, Fax: 208-263-6310. Subscribe

April/May, 2012