Jerry Clode
Jul 12, 2016

The silent damage of a bad Chinese brand name

Resonance China’s Jerry Clode explains how a poorly-chosen Chinese brand name can cause "silent damage" to your brand over the long run.

Coca Cola entered China in 1927

Horror stories of naming gone wrong in China abound. Kentucky Fried Chicken famously mistranslated “finger licking good” into 吃手指, suggesting that locals should actually eat their own fingers. Coca Cola’s original name in China 蝌蚪啃蜡 sounded in Chinese as though drinking the celebrated carbonated concoction was like “biting a wax tadpole”.

While such obvious mistranslations provide a valuable cautionary tale for other brands in China, it is the “silent damage” a poorly...

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