Branding and Cultural Differences

Marketers can get into trouble when they introduce their products to new countries if they don’t pay close attention to cultural differences.  A case in point: Gerber introduced baby food in jars in certain African markets.  The jars featured cute babies.  Sales were very disappointing.  When the problem was investigated, brand managers discovered why the baby food wasn’t selling.  As many people in Africa are illiterate, people generally expect labels to visually portray the contents of the package.  Cute babies were not very appetizing.

Other brands have encountered cultural problems as well:

Brand: Perdue Chicken
Slogan: ‘It takes a strong man to make a tender chicken’
Slogan in Spanish: ‘It takes an aroused man to make a chicken affectionate.’

Brand: Chevy Nova
Name: Nova
Name’s meaning in Spanish: ‘It doesn’t go.’

Brand: Schweppes Tonic Water
Name: Schweppes Tonic Water
Name’s translation in Italian: ‘Schweppes Toilet Water’

Brand: Coors Beer
Slogan: ‘Turn it loose’
Slogan in Spanish: ‘You  will suffer from diarrhea’

Make sure you understand the direct translation and the meaning of your brand’s name, slogan and advertising copy when taking a brand global. Be sure to tripple-check your sources.

Source: Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time by Matt Haig, Kogan-Page, London (2003)