Based on where you are in the world, you will often find brand names changes at the blink of an eye. If you’re anything like me, you’ll like finding similar food when your away, but finding your favourite coffee, cereal or crips might not be as easy as you first thought…
Looking into the labels we typically see and love on a day to day basis, an online label company has researched brands that go by different names around the world and explained some of the reasoning behind these differences. According to label company Data Label, these are the reasoning behind brands having different names and logos in different countries:
- Language – The Quebecois know Kentucky Fried Chicken as PFK (Poulet Frit Kentucky) due to local laws that stipulate that short forms have to be in French.
- Existing brands and trademarks – Burger King changed their name in Australia because the a different company was already using the well-known brand name.
- Translation issues – While there might be no negative connotations to the Chevrolet Nova’s name, naming a car “doesn’t go” in Spanish might not be the best idea.
- Previous connotations – Diet Coke is know as Coca-Cola Light across Europe. Why? Because “light” is more widely associated with lower-calorie options here.
It might be trickier to get hold of your favourite cereal than you think around the world: Coco Pops by any other name might taste as sweet, but you’ll need to search for Cocoa Krispies on the supermarket shelves in the US, Choco Krispis in South America, and Choco Krispies across Europe. If you wanted a Burger King while visiting Australia, or fancied a KFC in Canada, good luck! You’d struggle to find and get directions to them when they’re known as Hungry Jack’s and PFK respectively.
In some cases, brands even decide to change their logos, making them even more unrecognisable! For example, I wouldn’t be able to tell that the Musketeers bar in the US is exactly the same as a good old Milky Way…
Wall’s Ice Cream is perhaps the biggest culprit. Ordering a Wall’s ice cream in most countries may prove slightly more difficult as the brand is known by 27 different names in total. Of course the brand logo is still very recognisable in most countries with the synonymous swirly heart visible on packaging, but talk about trying to confuse us?!
Philip Carlyn, Managing Director at Data Label, outlines:
“It’s interesting to see just how many brands go by different names around the world – what we’ve outlined in this infographic is just a snippet of the many examples we’ve looked into. The reasoning behind these differences also highlights the need for proper research into branding before launching a new company to avoid any potential trademark or translation issues, particularly if you’re looking to expand in future.”
Next time when you go traveling, make sure to check the local version of your favourite food brand so that you can satisfy that craving no matter where you are!