The history of the global naming knows many cases, when the output of the product to the international market, he had an urgent basis to change the name because of the dissonant or for wacky brand name translation into the language of the new country sales. Another problem that often arises, but that few people pay attention to is the ease of pronunciation of foreign names for non-native speakers.
Not always attracted to such work professionals, not counting critical issue for business or trying to save. The result, based on the belief in their strength, beyond different.
The brand name comes from the name of the goddess of victory Nike and the original sounds "Nike." That is how to pronounce it in the United States. However, ignorance of this fact on the one hand, and rules of reading the English word «nike» on the other hand, led to widespread in Europe in general and Russia in particular wrong transcription "Nike." Incorrect essentially name stuck and not only stuck, but also used in the title of the official representative in Russia.
Italian manufacturer of luxury sports car called the "Lamborghini". According to the rules of reading in Italian, if after «g» is «h», it reads like a "T". But in Russia is so widespread incorrect pronunciation "Lamborghini", that even the auto search system Google delivers his name. But if you say Italian Lamborghini familiar way, you look like an idiot who caused serious offense.
Previously, the brand Garnier (part of the L'Oreal) voiced himself in Russian as the Garnier (mark has been registered in Russia since 1991) - in the tradition of transmission of French brands such as Perrier (Perrier) and Courvoisier (Courvoisier). And submarki were in the French spirit, supporting Parisian origin of the product: Moel Garnier invizible De Garnier, Cristal Blonde Garnier.
Later on the results of focus groups he refused to mark the correct pronunciation and transcription transliteration replaced - apparently assuming that buyers so it's easier to read her name. In Russia they know a foreign language five percent of the population. And she became Garnier, despite the parasitic association with garnish: but as I hear, and almost written.
Cosmetic renaming, despite the weight of the media, is not helped: people continue to write the network name and the old style, and even a complete transliteration: Garnier, Garnier, Garnier and even the Guarani.
Tone Throwing sets the brand itself, using the Russian site three options Neumann in one sentence: "The history of the brand Garnier began in 1904, when Alfred Amour Garnier - barber, perfumer and haberdasher Blois - released its first product, hair lotion Garnier».
And in general, without naming subbrendovom Carl and Clara did not understand: Color Nechralz, Dusёr Blonde Garnier Garnier Belle Color ...
Translated from the Korean «Hyundai» means "modernity". Correct Russian transliteration of the word - "Hyundai" with the accent on the last syllable. In the name of the Russian advertising delicately try not to say, limited only English-language writing, although the official website of the company used the spelling "Hyundai". In people, the Korean automaker's name and "Hyundai" and "Hyundai" and "Hyundai».
Such ease of reading with Hyundai found in other countries. Therefore, advertising vehicles in the US agency Goodby, Silverstein & Partners was coined a slogan, designed to help Americans remember the correct pronunciation of the English brand: «Hyundai. As Sunday ».
Similar confusion arises when pronouncing the names of some car models Hyundai. For Hyundai Tucson SUV is often called Tusan, Tuksan, Tucson, Tucson. And in fact, Hyundai Tucson is named after the North American city in Arizona and correctly pronounced Tussan.
Pronounced "Porsche" with the accent on the first syllable of the name of company founder Ferdinand Porsche. Russians are confused or stressed syllable or losing end, wondering why did not read the final «e» in the name of a luxury SUV Cayenne (Porsche Cayenne).
An interesting situation with the pronunciation of the name brand ASUS (Asus) in the United States. Out of the mouths of Americans ASUS becomes like a not quite decent «asses». The company even had to carry out promotional and educational work about the correct pronunciation of brand names, which took place from the word Pegasus (Pegasus).
Some of the fighters for the correct naming of everything assure that it is necessary to say "Bee-Em-Double-U." No need to - because "Baie-Em-Ve" - it is absolutely adequate pronunciation for BMW, the German automaker, whose name is known to have occurred, down from Bayerische Motoren Werke. In German, the letters included in brendneym called so, and W - is "CEs».
Another story about the fans "authenticity": Hennessy cognac in France called "Ensi" and therefore an opinion on the topic "We also need to call this Cognac right" becomes increasingly audible. But in fact, properly so, as we used to - "Hennessy". And this is connected not with the rules of French pronunciation, and with the name of the founder of the cognac house. Richard Hennessy was Irish.
Moet e Shand
Contrary to popular opinion in Russia, in the name of world-famous brand of sparkling wines are not removed when pronouncing "r" in the word Moёt, and "n" in the word Chandon. Union "and", presented in the name of the ampersand is read, as it should be in French - "e».