Posted By P & L Blog

If you are planning on launching a new product in more than one country, test the name in each market first to avoid insulting local consumers. Ikea tested 9,000 translated product names in Thailand to make sure that none of them were offensive. Kraft should have followed Ikea's lead. Instead, the company recently renamed its global snack foods brand Mondelez International, a name that is racy in Russian.

You can read more on the good and the bad in global names at the Wall Street Journal.


 
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