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ARAGRAPH 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 alternative name: Skims. Why the sudden change? A kimono - her original choice - is a traditional item of Japanese clothing. People all over the world criticized the businesswoman for cultural appropriation: that is, for trying to profit from something important to another culture.
PARAGRAPH 6. Cultural globalization is likely to become an even more important phenomenon. As a result, choosing culturally appropriate and globally appealing names is also likely to become more important. The next time you're deciding which brand to buy, ask yourself how much brand names might affect your decision.
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