Brand blunder
Encyclopedia
Brand blunder refers to the goof ups associated with the brand
ing of a product, especially a new product in a new market. There could be many reasons for such slips. For example, the lack of understanding of the language, culture
, consumer
attitude etc.
There are numerous examples of brand blunders in the marketing history; there are also numerous urban legends surrounding brand blunders, where there is little evidence of an actual blunder.
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing of a product, especially a new product in a new market. There could be many reasons for such slips. For example, the lack of understanding of the language, culture
Culture
Culture is a term that has many different inter-related meanings. For example, in 1952, Alfred Kroeber and Clyde Kluckhohn compiled a list of 164 definitions of "culture" in Culture: A Critical Review of Concepts and Definitions...
, consumer
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
attitude etc.
There are numerous examples of brand blunders in the marketing history; there are also numerous urban legends surrounding brand blunders, where there is little evidence of an actual blunder.
True cases
- Lancia DedraLancia DedraThe Lancia Dedra is a compact executive car produced by the Italian automaker Lancia from 1989 to 2000. It was initially designed to support, and later to replace, the Prisma that, six years after its launch, was having difficulties to keep in pace with its latest opponents...
: this car sold poorly outside Italy, particularly in English-speaking markets, where research showed that people associated it with danger (apparently affected by the name's similarity to the word "dead") - HondaHondais a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles.Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than...
: In 2001, Honda intended to release an automobile known as the FitHonda FitThe Honda Jazz is a five-door hatchback subcompact manufactured by the Honda Motor Company of Japan, first introduced in June 2001 and is now in its second generation. The Jazz shares Honda's Global Small Car Platform with the City/Fit Aria, Airwave/Partner, Mobilio, Mobilio Spike, Freed and Freed...
in Asian markets as the Honda Fitta on the European market. However, in Swedish and Norwegian, fitta is a crude reference to female genitalia, and the vehicle was rebranded Honda JazzHonda FitThe Honda Jazz is a five-door hatchback subcompact manufactured by the Honda Motor Company of Japan, first introduced in June 2001 and is now in its second generation. The Jazz shares Honda's Global Small Car Platform with the City/Fit Aria, Airwave/Partner, Mobilio, Mobilio Spike, Freed and Freed...
. - McDonald'sMcDonald'sMcDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...
: In January 2005, McDonald's published banners proclaiming Double cheeseburger? I'd Hit It. In this obvious blunder, the copywriters mistook the strictly sexual slangSexual slangSexual slang is a set of linguistic terms and phrases used to refer to sexual organs, processes, and activities; they are generally considered colloquial rather than formal or medical, and some may be seen as impolite or improper....
expression for a term of general approval. - Kentucky Fried Chicken: An advertising campaign in China attempting to translate the slogan Finger lickin' good! into Chinese failed miserably, proclaiming Eat your fingers off.
- Drake UniversityDrake UniversityDrake University is a private, co-educational university located in Des Moines, Iowa, USA. The institution offers a number of undergraduate and graduate programs, as well as professional programs in law and pharmacy. Today, Drake is one of the twenty-five oldest law schools in the country....
: This university based in Des Moines, IowaDes Moines, IowaDes Moines is the capital and the most populous city in the US state of Iowa. It is also the county seat of Polk County. A small portion of the city extends into Warren County. It was incorporated on September 22, 1851, as Fort Des Moines which was shortened to "Des Moines" in 1857...
launched an undergraduate recruitment platform called the "Drake Advantage" in July 2010. The program utilized a recurring "plus" sign to pair ideas, including "Your passion + our experience," and featured a "D+" graphic to indicate the "Drake Advantage." University officials intended the D+ graphic to be a bold, ironic gesture that called to mind a low academic grade (See: United States grading systemAcademic grading in the United StatesAcademic grading in the United States most commonly takes on the form of five letter grades. Historically, the grades were A, B, C, D, and F—A being the highest and F, denoting failure, the lowest. In the mid-twentieth century, many American educational institutions—especially in the Midwest —began...
) but simultaneously reflected the advantages Drake had to offer. However, the graphic was met with resistance from some faculty, alumni and other members of the community and drew national media attention in September. Within a few days, university officials withdrew the D+ graphic from its undergraduate website, with a message from President David Maxwell acknowledging the university had heard and responded to community concerns. Maxwell and other university officials have cited studies showing the program has been effective as a recruitment tool. - Mitsubishi PajeroMitsubishi PajeroThe Mitsubishi Pajero is a sport utility vehicle manufactured by Mitsubishi Motors. It was named after Leopardus pajeros, the Pampas Cat which is native to the Patagonia plateau region of southern Argentina. However, since pajero is an offensive term for "wanker" in Spanish, alternative names have...
: The company noticed too late that pajero means wanker in Spanish and renamed the car later to Montero.
Urban legends
Urban legends about brand blunders are popular, because they use familiar urban legend motifs such as the incompetent corporation or the ignorant foreigner. Often the reality is far less dramatic, and the stories, which are even retold in marketing textbooks, are rarely backed up by researched data about sales.- ElectroluxElectroluxThe Electrolux Group is a Swedish appliance maker.As of 2010 the 2nd largest home appliance manufacturer in the world after Whirlpool, its products sell under a variety of brand names including its own and are primarily major appliances and vacuum cleaners...
: ScandinaviaScandinaviaScandinavia is a cultural, historical and ethno-linguistic region in northern Europe that includes the three kingdoms of Denmark, Norway and Sweden, characterized by their common ethno-cultural heritage and language. Modern Norway and Sweden proper are situated on the Scandinavian Peninsula,...
n vacuum manufacturer Electrolux sold products successfully in the United KingdomUnited KingdomThe United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
using the slogan "Nothing sucks like an Electrolux". The slangSlangSlang is the use of informal words and expressions that are not considered standard in the speaker's language or dialect but are considered more acceptable when used socially. Slang is often to be found in areas of the lexicon that refer to things considered taboo...
disparagement "sucks" is an example of AmericanismAmericanismAmericanism may refer to:* Americanization* A word or phrase considered typical of American English, English as spoken in the United States* An attitude or conviction which gives special importance to the nation, national interest, political system, or culture of the United States* Americanism ,...
, so many AmericansUnited StatesThe United States of America is a federal constitutional republic comprising fifty states and a federal district...
think this is an example of such a blunder. The slogan persists among minicomputerMinicomputerA minicomputer is a class of multi-user computers that lies in the middle range of the computing spectrum, in between the largest multi-user systems and the smallest single-user systems...
geekGeekThe word geek is a slang term, with different meanings ranging from "a computer expert or enthusiast" to "a carnival performer who performs sensationally morbid or disgusting acts", with a general pejorative meaning of "a peculiar or otherwise dislikable person, esp[ecially] one who is perceived to...
s as "Nothing sucks like a VAXVAXVAX was an instruction set architecture developed by Digital Equipment Corporation in the mid-1970s. A 32-bit complex instruction set computer ISA, it was designed to extend or replace DEC's various Programmed Data Processor ISAs...
", punPunThe pun, also called paronomasia, is a form of word play which suggests two or more meanings, by exploiting multiple meanings of words, or of similar-sounding words, for an intended humorous or rhetorical effect. These ambiguities can arise from the intentional use and abuse of homophonic,...
ning on the other UK vacuum brand VaxVax (vacuum)Vax is a brand of vacuum and carpet cleaning products. It is part of Hong Kong based TechTronic Industries Co. Ltd , with a 2007 turnover of $HK24.7B.-History:...
. - PepsiPepsiPepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
: Pepsi allegedly introduced their sloganSloganA slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm . Slogans vary from the written and the...
into the ChineseChinaChinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
market "Come alive with the Pepsi Generation" translated into Chinese it read "Pepsi brings your ancestors back from the grave". - Coca-ColaCoca-ColaCoca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
: The name Coca-Cola rendered phonetically in ChineseChinese languageThe Chinese language is a language or language family consisting of varieties which are mutually intelligible to varying degrees. Originally the indigenous languages spoken by the Han Chinese in China, it forms one of the branches of Sino-Tibetan family of languages...
can sound like the words for "bite the wax tadpole" or "female horse stuffed with wax". Before marketing in China, the company found a close phonetic equivalent, kekou kele (pinyinPinyinPinyin is the official system to transcribe Chinese characters into the Roman alphabet in China, Malaysia, Singapore and Taiwan. It is also often used to teach Mandarin Chinese and spell Chinese names in foreign publications and used as an input method to enter Chinese characters into...
romanization), which roughly means "let your mouth rejoice". It was never marketed by the company using the other phrases, though individual merchants may have made such signs. In actuality, "bite the wax tadpole" in Mandarin Chinese is "Kēdǒu kěn là." - An urban legend holds that the Chevrolet NovaChevrolet NovaThe Chevrolet Chevy II/Nova is a compact automobile manufactured by the Chevrolet division of General Motors produced in four generations for the 1962 through 1979 model years. Nova was the top model in the Chevy II lineup through 1968. The Chevy II nameplate was dropped, Nova becoming the...
automobile sold poorly in Latin AmericaLatin AmericaLatin America is a region of the Americas where Romance languages – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...
, as "no va" means "won't go" in SpanishSpanish languageSpanish , also known as Castilian , is a Romance language in the Ibero-Romance group that evolved from several languages and dialects in central-northern Iberia around the 9th century and gradually spread with the expansion of the Kingdom of Castile into central and southern Iberia during the...
. In truth, the car sold well. The same has been said of the Vauxhall Nova, which had to be sold as an Opel CorsaOpel CorsaThe front-wheel drive Opel Corsa was first launched in September 1982 to replace the Opel Kadett C City, and to fill the gap vacated as the Kadett grew in size and price. Built in Zaragoza, Spain, the first Corsas were three-door hatchback and two-door saloon models, with four-door and five-door...
in Spain. In fact this too is a myth, with the Spanish market offering being known as a Corsa from the outset.
External links
- Marketing 101 and Mistranslations - urban legendUrban legendAn urban legend, urban myth, urban tale, or contemporary legend, is a form of modern folklore consisting of stories that may or may not have been believed by their tellers to be true...
s about marketing blunders (real and false) from Snopes