More brand names gone wrong: When branding gets lost in translation

In my last post, we explored some notable branding mishaps in international markets. As promised, here are even more examples where brands learned the hard way about the importance of cross-cultural naming.

▶️ Fresca in Mexico – Fresca, a refreshing soda, encountered a branding hiccup in Mexico where “fresca” is slang for a promiscuous woman. Not the best association for a beverage!

▶️ Bimbo in the US – Bimbo, a Mexican bakery brand, faced an uphill battle in the US where “bimbo” is a derogatory term for a foolish woman, creating unwanted confusion.

▶️ Umbro in the UK – Umbro launched its new shoe line under the name “Zyklon,” without realising it was the name of the gas used in Nazi concentration camps during World War II. A rebrand was essential after the public backlash.

▶️ Clairol in Germany – Clairol introduced a curling iron called “Mist Stick,” unaware that “mist” in German translates to manure. Definitely not the best choice for a beauty product.

▶️ Peugeot 309 in China – Peugeot’s 309 model stumbled in China, where the number “9” carries strong associations with bad luck and death. Not the ideal way to drive sales for a new car!

▶️ Kagome Juice in the US – Kagome, a Japanese juice brand, didn’t find success in the US due to its name sounding too close to “come home,” which created a confusing and uninspiring message for an energy drink.

▶️ Mitsubishi Pajero in Spain – The Mitsubishi Pajero faced issues in Spanish-speaking markets, where “Pajero” is a vulgar slang term. A quick rebrand to “Montero” solved the problem.

These examples underline the importance of brand name checks before entering a new market. Don’t let cultural missteps damage your brand’s image.

If you’re planning an international launch, message me to ensure your brand name translates successfully across cultures.

To learn more about our translation services or request a quote, call us on +44 (0)1245 216930 or contact us today.