September 22, 2021
Paula Ribeiro

Expanding our business internationally can be exciting, but in order for this expansion to succeed, it is necessary to attract the international consumer and not send the wrong message, which can not only discourage the consumer from buying your product or service but can also lead to major losses for your company.

Many companies have learned the hard way that an ad or a marketing campaign must be carefully designed for a foreign audience. The translation of a brand message or a company motto, for example, is of paramount importance for a global brand as it can affect a marketing campaign even before it starts.

Learning about the culture of the new market is something that should be considered during the strategic marketing planning campaign, as was the case with the global car manufacturer Mercedes Benz, which is based in Germany, and had some trouble when it entered China.

When the brand name was translated into Chinese, its name was written as Bensi. However, the name means Rush to die in Chinese, which is not a flattering or even a good name for a car. Mercedes Benz had to make some changes and had the name re-branded to Benchi. This time the name meant run quickly as if flying, which is more fitting for a car with a solid performance. As we know, it is difficult to translate a marketing campaign from one country and one language into another, simply because they belong to different cultures. So, and to avoid this type of failure and losses, the solution is to work with competent professionals and linguists!

Paula Ribeiro
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