{"id":69,"date":"2011-03-08T00:02:16","date_gmt":"2011-03-08T08:02:16","guid":{"rendered":"https:\/\/blogs.ubc.ca\/janiceloh\/?p=69"},"modified":"2011-03-08T00:08:41","modified_gmt":"2011-03-08T08:08:41","slug":"choose-your-brand-name-wisely","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/janiceloh\/2011\/03\/08\/choose-your-brand-name-wisely\/","title":{"rendered":"Choose your brand name wisely!"},"content":{"rendered":"

\u2018Which air-conditioning service do you use?\u2019<\/strong><\/p>\n

‘Stiff Nipples\u2019.<\/p>\n

\u2018Which restaurant did you go today?\u2019<\/strong><\/p>\n

\u2018Cabbages and Condoms\u2019.<\/p>\n

\u2018What beverage did you buy?\u2019<\/strong><\/p>\n

\u2018Pocari and Sweat\u2019.<\/p>\n

As awkward as it sound, those are actual brand names of services and products. Stiff Nipples<\/em> is a British air conditioning service while Cabbages and Condoms<\/em> is a Bangkok restaurant chain. Pocari and Sweat<\/em> is a Japanese drink.<\/p>\n

\"\"<\/a><\/p>\n

Source: http:\/\/www.ugoto.com\/picture_stiffnipplesairconditioningservice.html<\/p>\n

\"\"<\/a><\/p>\n

Source: http:\/\/www.pda.or.th\/restaurant\/<\/p>\n

\"\"<\/a><\/p>\n

Source: connect.in.com<\/p>\n

We have learnt about the value of branding, but choosing one\u2019s brand name is equally important too. The above examples are just one of the many international branding mishaps. Although there might be a purpose for such brand names, these brands would probably not excel on a global scale.<\/p>\n

So\u2026. What in particular should businesses take into consideration when choosing a brand name to operate in an international market?<\/p>\n

Culture <\/strong>\u2013 The ideas and values of a country. \u00a0Would your brand name be suitable for a culturally sensitive country? \u00a0What are the cultural differences among countries? Would a brand name, which appears completely culturally fitting in one country, be actually perceived in a different light in another country?<\/p>\n

Language<\/strong> \u2013 This is embedded in language too. Does your brand name, when translated in another language, connote a different meaning in the country? For example, Subway<\/em>, when translated into Mandarin is \u2018sai ba wei\u2019\u2026.. For a Singaporean or Malaysian to read this, it would actually mean \u2018 the smell of faeces from afar\u2019.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u2018Which air-conditioning service do you use?\u2019 ‘Stiff Nipples\u2019. \u2018Which restaurant did you go today?\u2019 \u2018Cabbages and Condoms\u2019. \u2018What beverage did you buy?\u2019 \u2018Pocari and Sweat\u2019. As awkward as it sound, those are actual brand names of services and products. Stiff Nipples is a British air conditioning service while Cabbages and Condoms is a Bangkok restaurant […]<\/p>\n","protected":false},"author":5518,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-69","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts\/69","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/users\/5518"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/comments?post=69"}],"version-history":[{"count":10,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts\/69\/revisions"}],"predecessor-version":[{"id":82,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts\/69\/revisions\/82"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/media?parent=69"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/categories?post=69"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/tags?post=69"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}