1) ARAGRAPH 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 chose the name because he felt customers generally had a good impression of Denmark.
PARAGRAPH 5. Foreign branding doesn't always work out. For instance, a well-known American businesswoman announced that she had created a fashion brand called Kimono. She chose this name because she loved and respected Japanese culture and felt her customers would feel the same.However, just six days later she announced an altemative name: Skims. Why the sudden change? A kimono - her original choice - is a traditional item of Japanese clothing. People all over the world
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