Famous Marketing Errors
Greselile datorate alegerilor nepotrivite de nume de marci sau sloganuri ā€“ apar ca o neconcordanta clara intre o marca utilizata de companie si tara in care respectiva marca se lanseaza ( cauzele sunt diferite conotatii ale termenilor ce denumesc marcile respective). Astfel de greseli pot fi evitate printr-o mai buna documentare initiala din punct de vedere lingvistic si literar in tara vizata.
o In 1990 au fost reintroduse, in Estonia, crematoriile, sub forma de companii private. In acea perioada, in Talinn, una dintre firme si-a luat denumirea ā€˛Infernoā€¯ (traducerea termenului fiind de foc foarte puternic si necontrolat). Totusi, compania nu a tinut seama ca cea mai utilizata conotatie a termenului este cea de ā€˛purgatoriuā€¯ sau ā€˛iadā€¯. O reclama la aceasta companie ar fi sunat (intr-un mod foarte nefericit) astfel: ā€˛Unde va fi inmormantat sotul tau, sa-mi pot lua la revedere de la el?ā€¯ ā€˛Va fi ars in Infern.ā€¯
o Volkswagen a numit o varianta a modelului Golf......
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