Brands Lost In Translation

In the past two weeks, I heard about two unusual branding efforts in China. On CNN, I saw a piece about Buick being embraced by the Chinese as a very cool, sexy car—not exactly the way Americans think of the sedate sedan. I also heard about the Playboy brand and logo being adopted by Chinese women as a quasi-feminist brand. Wondering if this going on in any other brand categories and especially wondering why these brands are not translating in conventional ways.

Halley Suitt posted this on March 21, 2005, in Branding.
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