Part 2: Customizing for Export Markets
Adaptation of brand names in foreign markets
Brand name
Examples of a same product with different brands:
Danone yogurts - known as "Dannon" in the UU. EE.
The KFC fast food chain - known as PFK in Canada
for having been translated into French "Poulet Frit
Kentucky".
Heartbrand ice cream (Unilever) - known as "Tio
Rico" in Venezuela; "Pingüino" in Ecuador; "Kibon" in
Argentina and Brazil; "Helados la Fuente" in
Colombia; "Bresler" in Chile; "Wall's ice cream" in
China, the United Kingdom, Indonesia, Thailand,
Malaysia, Singapore, Paki-stan and Vietnam; "Good
Humor Ice Cream" in the US and Canada; "Miko" in
France, etc.
Export platforms | Module 4: Getting to Market
| 7