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:

Bipolar Disorder

A mental disorder characterized by extreme mood swings from manic highs to depressive lows.

Selective Serotonin Reuptake Inhibitors

A class of drugs commonly used to treat depression and anxiety by increasing levels of serotonin in the brain.

Antidepressant Drugs

Medications prescribed to relieve symptoms of depression by altering brain chemistry.

Mood-stabilizing Medications

A class of pharmaceuticals used primarily to treat mood disorders by regulating and stabilizing mood swings, particularly in conditions like bipolar disorder.