It is important for companies to do adequate preparation and research before introducing a product into the international marketplace. How easily even 'experts' can sometimes fall victim when their in-house marketing department is not fully aware of the local culture.
Here's an example of an ill conceived marketing campaign:
The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the Wax Tadpole" or "Female Horse Stuffed with Wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokoukole", translating into "Happiness in the Mouth. Read more
Via Dark Roasted Blend
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