Brand blunder

Reasons for such slips include the lack of understanding of the language, culture and consumer attitudes in the new market.

Problems with international product branding are often associated with the process of language localisation, in which the product brand name or advertising slogan carries a different meaning in the language of the target market.

[1] In addition to linguistic aspects, issues of cultural sensitivity can affect the success of a brand.

[3] Examples of brand names which have proved unsuitable for use in most English-speaking countries have included:[3] Brand names and advertising campaigns which have proved controversial throughout their existence have included the following instances: The rise of the internet has provided new ways for marketers to interact with the public.

Often the reality is far less dramatic, and the stories, which are even retold in marketing textbooks as cautionary tales, are rarely backed up by researched data about sales.