McDonald's Has A New Chinese Name That Doesn't Translate Well
Image courtesy of Docryackie via CC Attribution-Share Alike 3.0 Unported
Internationalization and branding is critical when entering a new market! Yet so many companies do it flippantly - maybe because they don't have budget, or maybe just because they are lazy. Making an early international mistake can create a reputation for your company that you may have to live with for the rest of your life.
McDonald's recently registered under a new name in China, roughly translated as "Golden Arches". Unfortunately, it's not catching on as well as they had hoped, so they're only using it for the registration and not for branding at the moment. Did they make a mistake? Did they move too quickly on this? What do you think? Time will tell.
Here's more on the recent change...