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Vladimir Nadj Serbia Local time: 12:05 English to Serbian
beware of brand name meanings in different languages
Mar 28, 2014
Cultural differences and local business customs should be known to the translator. The biggest danger is in the global brand names which need to be introduced to the local market. Sometimes, the names are totally inappropriate.
For instance, Ford introduced the Ford Kuga car. In Serbocroatian, kuga literally means plague. Even more ridiculous name for the local market is Nescafe Kenjara which is a synonym for outhouse.
Rolls Royce Mist for German market? German... See more
Cultural differences and local business customs should be known to the translator. The biggest danger is in the global brand names which need to be introduced to the local market. Sometimes, the names are totally inappropriate.
For instance, Ford introduced the Ford Kuga car. In Serbocroatian, kuga literally means plague. Even more ridiculous name for the local market is Nescafe Kenjara which is a synonym for outhouse.
Rolls Royce Mist for German market? German Dick knives and Croatian Pipi juices for UK market?
The translator must warn about these situations, but he/she usually does not have a lot of influence on the decision making process (Ford sells the Kuga in Serbia ). Using a company that researches the appropriability of a certain brand for a specific market is a wise business decision.
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