Plenty of companies get international brand names wrong. But there's something about food products that just “don't translate well” for the English-speaking market. If you're thirsty and speak English, you probably won't be enticed by Erektus (a Czech sports drink), Bra (a Swedish yogurt), or Baldanis (a French liqueur).
Likewise, if you're in the mood for candy, you probably won't want something named Asse (Japanese), Big Nuts (Belgian), Crap's (French), Creamy Ball (Japanese), or Plopp (Czech).
Yes, these are all actual product names from different countries around the world. They are included in a new book, “Found in Translation: How Translation Shapes Our Lives and Transforms the World” (Perigee Trade, Oct 2, 2012) by Nataly Kelly and Jost Zetzsche, which discusses how the 33-billion-dollar translation industry plays a part in the food industry. The authors are international experts on translation and interpreting. The book describes how translation affects many aspects of the food industry, going behind the scenes at Nestlé, in the wine industry, and beyond.
This book really flashes a light on how important translation really is. I never realized how much is really does play a role in our every day lives. If you want a great book about language, definitely check out Found in Translation.
