Цікаво про назви відомих брендів

Перечитуючи виграну в акції книгу «Настольная книга копирайтера» (подяка @Kniga_biz_ua), зауважив для себе ряд цікавинок. Хочу дечим поділитися з вами. А саме цікавим розділ був про неймінг, тобто про видумування назв різним брендам. Самі цікаві моменти власне публікую.

неймінгЗубна паста Colgate Cue не пішла у Франції через асоціації з широковідомим порножурналом Cue. А прорив фінського пива Koff в США не відбувся у зв’язку з тим, що його назва перекладалась англійською як «кашель».

Coca-Cola довго не могла знайти точну назву для свого напою в Китаї: в Китайській транскрипції оригінальна назва звучить як «кекукела», що приблизно можна перекласти як спонукання «кусати воскового головастика». Перебравши за кілька років більше 10 тисяч варіантів, маркетологи зупинились на назві «Коку Коле», що є «щастя в роті».

Американський виробник парфумів Clairol представив у Німеччині свої сухі дезодоранти під брендом Mist Stick, що в англійській мові означає всього-навсього «аерозольний олівець». В центральному офісі довго не могли зрозуміти того, чому продажі були не просто низькими, а взагалі нульовими. Як виявилось, це англійською stick означає «туман», а німецькою в цього слова зовсім інше значення: «навіз», «гній», «дрянь». Споживачі просто шарахались від парфумерної продукції з такою недвозначною назвою.

В іспаномовних країнах Lada Nova, як і Chevrolet Nova, – це те, що не їде (no va), а Mitsubishi Pajero — «сам себе задовільняючий», онаніст тобто. Ford Pinto для мешканця Бразилії просто лайка: «мужчина з маленьким статевим органом». Автомобіль Fiat Regata не продається до Швеції: словом regata тут називають сварливу жінку. Навіть від буквенно-цифрових індексів можна очікувати западлянки: наприклад, Toyota MR2 невдало продається у Франції, тому що французи вимовляють MR2 як M-ER-DE, що значить «гімно». У німецькій Ford Probe означає, що краще зачекати з покупкою, поки машину до кінця дороблять. Дуже погано у Фінляндії продається Fiat Uno: uno по-фінськи означає «дурак».

А от компанія French Connection, яка виготовляє одяг у Великобританії, завідомо пішла на використання нецензурного слова для позначення молодіжного бренду. Вони в 1997 році почали випускати одяг під маркою FCUK, виправдовуючись тим, що це абревіатура від French Connection Unitet Kingdom. Одяг відразу ж став популярним у тінейджерів., для яких характерно бунтарське відношення до оточуючого світу. Йдучи на поводу іх смакам, виробники стали розміщувати на одязі написи: FCUK this, mile high FCUK, FCUK me, too busy to FCUK, FCUK on the beach, FCUK fashion. Прибутки компанії виросли з 6-ти до 19-ти міліонів доларів в 2000 році. В 2004 році Advertising Standarts Authority заборонила нецензурні назви.

Я з партнером теж довго думали про назву майбутньому інтернет-магазинові, перебрали велику кількість варіантів і в кінці зійшлись на банально простій назві «Інструменти».

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