Asked by khalil ibrahim on Jun 24, 2024
Verified
Brand names can present a challenge for global marketers because of language differences. Meaning gets lost in translation. To avoid committing language faux pas with brand names, companies should
A) keep the brand name the same in all languages, regardless of meanings, as long as the brand logo and symbol are displayed prominently.
B) avoid the use of the brand name in advertising and focus on features and benefits.
C) translate advertising copy for the entire ad except for the brand name.
D) develop brand names that have no preexisting meaning in any known language.
E) adhere to the UN Convention on Naming Rights.
Language Differences
Variations in speech or writing that exist among languages, including differences in syntax, grammar, vocabulary, and phonetics.
Brand Names
Names given to products or services by companies to distinguish them from competitors, often a significant factor in consumer preference.
Language Faux Pas
An error or mistake in language use, often in a social or cultural context, that might be considered inappropriate, embarrassing, or offensive.
- Acknowledge the challenges and strategies related to global brand name management.
Verified Answer
CJ
Courtney J. CarrollJun 27, 2024
Final Answer :
D
Explanation :
Developing brand names that have no preexisting meaning in any known language is the best choice to avoid committing language faux pas with brand names. This way, the brand name remains consistent and does not get lost in translation across different languages and regions.
Learning Objectives
- Acknowledge the challenges and strategies related to global brand name management.