If you are traveler or are simply interested in international marketing, you have probably noticed that brand names of some companies differ between countries. To stay recognised, usually only the name is being changed while graphic representation of the company stays the same. What you can call Walls Ice Cream in UK, in its former country Italy – is simply Algida. World-known company Walkers producing crisps, calls itself Lay’s in countries like USA or Poland. In this case, there are slight differences in logo design, but consumers can still guess without special effort that it is the same company.
english Walkers…

and american Lay’s…

or Sure/Rexona


This geographical differentation of brand names can have many reasons. Identical products share different names in different locations because some names don’t work well in some countries. Some may have negative implications of meanings or simply have local competition with similar names. The Chevrolett Nova sold in USA, contributed to a series of jokes in hispanic contries. NOVA in spanish sounds like ‘no va’ which simply means ‘doesn’t go’. Another great example was Mitsubishi Pajero which was renamed Mitsubishi Montero in Spain. In spanish, ‘pajero’ means simply ‘wanker’, that’s why that name probably wouldn’t contribute good to the Mitsubishi’s sells.

While choosing the name for the product or company, people must be aware of the possible language complications and ethical issues. For this very reason, before launching the product, company has to conduct market research, to avoid any avoidable mistakes.

And you? Have you noticed any differences in brand names across the countries? Do you know any interesting stories about translation issues? I highly encourage you to share your opinion.