10 marketing slogans – lost in translation

Pepsi“Pepsi brings your ancestors back from the grave.”

It is hard to believe that this translated slogan has been used in China to promote the famous cola. The soda selling giant translated the original slogan “Pepsi brings you back to life” into Mandarin meaning “Pepsi brings your ancestors back from the grave”.

Surprisingly, this is not an isolate case. Numerous world-famous companies failed to transpose accurately their original slogans into other languages, risking offended consumers and low sales figures.

The potential of going global with a brand has never been as attractive as it is now: establishing an international customer base, favourable economic conditions in other countries, competitive cost of goods and so on. Companies enter the international market in the hope of successfully selling their products worldwide and aim at achieving the above listed advantages of expanding overseas.

When companies decide to do so, their success depends on how…

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