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When corporations market a product globally choosing a brand name is a major factor in the success of that product. Handi-Wrap is a very well known brand in the United States, but in other parts of the world like the United Kingdom and Australia, the brand's name is considered funny but still effective, but what about in other countries like: Germany, Sweden or Japan? The brand Handi-Wrap works in the United States because English is the official language of the nation; it works in the United Kingdom and Australia for the same reason, but does the brand name lose its effectiveness in nations where languages other than English are routinely spoken or does the brand remain effective even there? Should multinational corporations market a single brand internationally or change their brand names to the local cultures? Studies have shown that brands can be as effective internationally as they are in the US (Shoham and Kropp 114). Coca-Cola and Handi-Wrap are common brands in the US; people all over the world understand the name of Coke, but what of Bayer Aspirin or Ford Motor Company should multinational companys market their products as a nation-specific product, a single brand or choose a middle route? There is an obvious advantage when using multiple names in different nations. Handi-Wrap may be a slang term in English; however, its meaning can be clear in all English-speaking nations. In China, or in other countries, its meaning could be considered vulgar or rude, if understandable at all. It can be advantageous to use names specific to chosen languages, and that has been the way that many have chosen in the past. Their marketing and advertising efforts have been targeted to a specific language, though the culture of the nation must also be taken into account. For example, like a play on words that works well in the United States may be completely worthless and meaningless in the United Kingdom. However, those brands using the same names for their products regardless of the nation or culture in which they are being marketed, still appear to have greater success today. For example the success of L'Oreal cosmetics has been built on promoting different brands in different nations, choosing which to promote were based on views of the local cultures (Anonymous 24).
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