Brand Names Can Present a Challenge for Global Marketers Because

question 49

Multiple Choice

Brand names can present a challenge for global marketers because of language differences. Meaning gets lost in translation. To avoid committing language faux pas with brand names, companies should

• A)keep the brand name the same in all languages, regardless of meanings, as long as the brand logo and symbol are displayed prominently.
• B)avoid the use of the brand name in advertising and focus on features and benefits.
• C)translate advertising copy for the entire ad except for the brand name.
• D)develop brand names that have no preexisting meaning in any known language.
• E)adhere to the UN Convention on Naming Rights.

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Definitions:

Uruguay

A country in South America, known for its verdant interior and seaside capital, Montevideo, with a stable democracy and high levels of social spending.

Almonds

Edible seeds from the almond tree, often consumed raw, roasted, or used as a flavoring agent in various dishes.

Crude Oil

A naturally occurring, unrefined petroleum product composed of hydrocarbon deposits and other organic materials.

Producer Surplus

is the difference between the amount producers are willing to accept for a good or service versus what they actually receive.