Podcast
Questions and Answers
Why should companies consider cultural norms when expanding into a new region?
Why should companies consider cultural norms when expanding into a new region?
Failure to consider cultural norms of the audience can negatively impact the success of the product in that region.
Explain the importance of checking translations with native speakers when branding or marketing products internationally.
Explain the importance of checking translations with native speakers when branding or marketing products internationally.
To avoid mistranslations and unintended meanings that could negatively impact brand perception.
Why did Gerber's baby food packaging strategy in Africa fail, despite its success elsewhere?
Why did Gerber's baby food packaging strategy in Africa fail, despite its success elsewhere?
Due to high illiteracy rates, the image of a baby on the label was not universally understood/recognized as containing baby food ingredients.
What are the potential financial repercussions of failing to adequately research a new market before launching an advertising campaign?
What are the potential financial repercussions of failing to adequately research a new market before launching an advertising campaign?
Give an example of a product with a name that presents a branding challenge due to linguistic issues.
Give an example of a product with a name that presents a branding challenge due to linguistic issues.
Flashcards
Inappropriate branding
Inappropriate branding
Mistakes involving language, mistranslations, and unintended meanings when businesses operate abroad.
GM's Nova car incident
GM's Nova car incident
A car branded "Nova" translating to "No go!" in Spanish-speaking countries.
Brand transfer issues
Brand transfer issues
Using the same packaging across different markets.
Versioned promotions
Versioned promotions
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Cultural norms in marketing
Cultural norms in marketing
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Study Notes
Inappropriate Branding and Promotion
- Language mistakes, mistranslations, and unintended meanings can occur when businesses operate abroad.
- General Motors®' Nova car was branded as "No go!" in Spanish in Latin America.
- Checking translations with native speakers of the language is important before launch.
- Gerber®, a Nestlé-owned baby food company, used an image of a smiling baby on their product packaging in Africa, where due to high levels of illiteracy it looks bizarre.
- Most African product packaging includes an image of what is found inside the product.
- Promotions must be versioned across different international markets.
- A marketing campaign that worked well in the USA may not work as successfully in an entirely different market.
- The audience is a key consideration when creating marketing campaigns.
- Expansion into a region will not be successful if the cultural norms of the audience are not taken into account.
- A Proctor and Gamble television advert created for the US market featured a husband and wife in a bathroom and intended to show how soap could make the woman more attractive.
- The Proctor and Gamble advert was considered inappropriate when transferred to Japan and unfair to women.
- Failing to consider your new market will be costly to businesses.
- Advertising campaigns and packaging costs are expensive.
- Sales of the product can be badly affected if the product is unsuitable for the market.
Examples of inappropriate branding
- Pee Cola, a soft drink, might not be suitable for sale in the USA, because it is a popular soft drink from Ghana.
- Barf, a detergent powder from Iran, might mean something far less suitable in English-speaking countries, because its name means 'snow'.
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