Friday, November 12, 2010

Brand names in foreign languages = risky

While picking the perfect brand name, foreign languages often present a viable option for marketers looking for an exotic touch. Though despite the potential advantages of marketing in another language, such a strategy presents considerable risks; namely, not knowing exactly what you're calling your product. The following are five of my favorite english-inspired brands that I've run into in Brazil whose names are just a little off, especially for an American with a very immature sense of humor. Photo credits go to Google Images, with a special shout-out to Athena who has spent countless hours in supermarkets with me during this trip laughing at this sort of thing.

1. Name: Splat. Product: Yogurt.

Naming food after the sounds they make is not uncommon, just look all the cereals with "crunch" in the name. However, I just don't think onomatopoeia is the best strategy for naming yogurt.

2. Name: Batmilk. Product: Yogurt.

This one is just a little confusing. I know everyone here knows what "bat" means, because people are talking about "the Batman" all the time, and "milk" is also not an obscure word, especially not for someone in the dairy industry. Unless this product comes from bats, I don't know how this could happen.

3. Name: Superballs. Product: Cereal.

My advice to all Brazilians in marketing, be very careful with the words "balls" and "nuts." Just read on...

4. Name: Sweet Nut Cream. Product: Cream made of nuts that is sweet.

I feel like there is a story behind this one. The lable on the container is in Spanish, so it has an international market, and I'm wondering if this has been given this name intentionally. In any case, I can't imagine sitting at the table with my family for breakfast, and asking my mother for some sweet nut cream since my toast is a little dry.

5. Name: Blowtex. Product: Condom.

I feel like most of the time, products that have to do with sex are given names that are suggestive without being explicit about their purpose. This would not be one of those cases.

Anyway, hope everyone is doing well. This is a busy week for me, I have a couple presentations these next few days and four of my five finals next week. It's hard to believe that things are wrapping up so soon, especially since I don't leave here for another month!



No comments:

Post a Comment