Competing in Global Markets

The following is from a course and is an example of what not to do:

PepsiCo attempted a Chinese translation of “Come Alive, You’re in the Pepsi Generation” that read to Chinese customers as “Pepsi Brings Your Ancestors Back from the Dead” Coor’s Brewing Company put its slogan “Turn it Loose” into Spanish and found it traslated as “Suffer from Diarrhea” Perdue Chicken used the slogan “It takes a strong man to make a chicken tender” which was interperated into Spanish as “It takes an aroused man to make a chicken affectionate” KFC’s patented slogan “finger-licken good” was understood in Japanese as “bite your fingers off” On the other side of the translation glitch, Electrolux, a Scandanavian vacuum manufacturer, tried to sell its product in the US market with the slogan “Nothing sucks like an Electrolux.” all this obviously makes me feel better for my failed attempt to market a new mother’s day sandwich called “comer a su madre.”

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