Is your company name internationally mobile?


Naming your company is important. More so when you're expanding abroad, and when the company name happens to mean something else in the ...

Naming your company is important. More so when you're expanding abroad, and when the company name happens to mean something else in the local lingo...

By Karn G. Bulsuk

Low cost communication and the internet has made it easier than ever to expand your company into new markets. Brands which a generation ago would have been almost unheard of outside their home countries can now push into new markets regardless of where they're located.

Of course, this does mean you need to become more careful with your naming. There are names which have unfortunate meanings in different languages. For example, on a recent trip to Bangkok, I came across a clinic whose name can be easily misconstrued.

In Thai, "porn" is a common component of female names meaning "to be blessed". Unfortunately, the meaning doesn't quite translate into romanised English, to say the least.

"Kinki" refers to Kyoto and its surrounds,
but in English, the connotation is different.
Now in their defense, they're probably not planning to expand overseas. But of course you also have other unfortunate brands with full intention to move globally. The Korean car brand KIA, for example, when written in all caps, may mean "Killed in Action" to those more familiar with military acronyms. Not an auspicious name for a car.

Just because you have a certain name doesn't mean you're stuck with it. Kinki University, located in Osaka, Japan, has recently decided to change its name to Kindai, officially adopting its pet name that all Japanese Universities have. Changing it's joke-fodder name is to make the university more globally appealing while avoiding any mistaken interpretations on the purpose of the university.

Naming is an essential part of your company, and what may work in one country may not work in another. Research is the key, and if in doubt, ask: a native speaker of the target market may be better than any Google search possible.



5-why advertising analysis anime apple aria articles asian business culture Australia bangkok blackberry business case study china coaching commentary communication consulting corruption cost cutting creative commons crisis CSR culture customer service deming disruptive download editorial education environment ethics expatriate fishbone diagram food genchi genbutsu generation y hansei harvard business review hong kong Horenso information innovation interesting clips internet iphone IT Audit japan kaizen KPS Video Express laos leadership lean live in bangkok like a local management marketing Melbourne mieruka movie new year obituary opinion opportunity PDCA personal reflections photo essay photography poster project management proposal published quality control quotes research review sales saving money segmentation self reflection shared singapore social media software piracy standard chartered status teaching technology telecoms thai floods thailand the hong kong I remember The Toyota Way thought leadership threat toyota toyota production system travel venice Virtual Tour Visuals wallchart wikicommons Wikipedia working
Karn Bulsuk: Full Speed Ahead: Is your company name internationally mobile?
Is your company name internationally mobile?
Karn Bulsuk: Full Speed Ahead
No posts found VIEW ALL Read more Reply Cancel reply Delete By Home PAGES POSTS View All RECOMMENDED FOR YOU LABEL ARCHIVE SEARCH ALL POSTS No matching posts found Back Home Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sun Mon Tue Wed Thu Fri Sat January February March April May June July August September October November December Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec just now 1 minute ago $$1$$ minutes ago 1 hour ago $$1$$ hours ago Yesterday $$1$$ days ago $$1$$ weeks ago more than 5 weeks ago Followers Follow THIS IS PREMIUM CONTENT Please share to unlock Copy All Code Select All Code All codes were copied to your clipboard Unable to copy code / text, please press [CTRL]+[C] (or CMD+C with Mac) to copy