Preserving brand strength in global markets by following a few simple steps

Marketing managers often laughingly relate how Coca-Cola allegedly committed a huge blunder when entering the Chinese market. Reportedly, its brand name was translated to mean “bite the wax tadpole.” Imagine the implications! Did Chinese consumers wonder if the beverage tasted like wax, tadpoles or pond water? Fortunately for Coca-Cola, this gaffe is merely urban legend.