What's in a 品牌? International Branding

One of the greatest aspects of doing International HR is often being part of the groups that break open new markets! One of the key learnings is - never assume that what means one thing in the home country means the same thing in the new country - and it definitely holds true for the Brand Names.

The Atlantic just did one of the best articles on Brands and international confusion I have ever read. It not only covers the old Coca Cola story ( The Tad Pole), but covers Ikea, Pepsi, Hagen Daz, etc.. So I encourage you to click through and read the article.

Reuter

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Original Page: http://feedproxy.google.com/~r/TheAtlantic/~3/R-f-k36QxcY/story01.htm

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