By Dian Hasan | February 14, 2009
When brands enter the global stage, and leave the cozy comforts of their domestic market, one key element becomes crucial in conquering foreign turfs, and “going international”: the role of CULTURE! And language is a big part of it. And a simple thing like a name can take on an entire new meaning in the realm of foreign languages.
Case in point: Chevrolet’s Chevy Nova was a major success in the US, but it was a total flop when exported to the Latin American markets. Nova literally translates to “No Go” in Spanish, and that’s probably the last name you’d want to call your car.
… when Chevrolet launched “Chevy Nova”, they were not aware that the word meant “doesn’t work” in Spanish. You can only guess how the Nova did in the Latin American markets.
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