To rename or not? If you’re looking to sell a product or service in Japan, a check on the suitability of your brand name by a marketing-savvy Japanese language professional is always recommended. Language gaffs might be water off a duck’s back to big corporate players, but make or break for smaller companies.
The opening of the first new KitKat factory in Japan for 26 years made global news earlier this summer. The snack is now Japan’s biggest selling chocolate brand and a cultural phenomenon. But how did this British-born treat get its big break in Japan – a country not short of its own confectionery? Well, it […]
Transcreation, the creative adaptation of marketing and branding, is rarely easy. But one of the trickiest tasks can be adapting a name for a foreign market. Let’s take a close look at how three Japanese brands chose a name for the UK market. Yakult: German, Japanese… or Esperanto?! From autumn 2016, people in the UK […]