1 ARAGRAPH 3. In general, companies can follow simple guidelines when developing brand or product names that work across cultures. It's important to choose a name that's easy to read and pronounce in all of their target markets. It's also important to make sure that the name doesn't sound like a word with a negative meaning in the languages spoken in any of those markets. The name of the photography and electronics company Kodak, for example, was chosen because it was easy to say and had no negative meanings.
PARAGRAPH 4. In addition to following the commonsense guidelines for names, some companies use a strategy called "foreign branding." The basic idea is to choose a name that sounds like it comes from a culture that customers feel positively about. For example, Giordano may sound Italian, but this fashion company is from Hong Kong. The founder, Jimmy Lai, chose the name because he thought customers would react positively to Italian fashion. Ice cream brand Häagen-Dazs is supposed to look and sound Danish, but the term has no meaning in any language. The American who founded the company
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