A local language team transliterates product names into Thai.

Interesting article in the Wall Street Journal on problems Ikea has with using its normal product naming process in other countries. The Swedish names sometimes don’t go over well. In Thai some of the Swedish product names had sexual overtones. Reminiscent of Chevy trying to sell “Nova” (Spanish: no go) cars in Latin America. They would like to keep the Swedish names (often from place names in Sweden) not out of nationalism but to reinforce the Scandinavian origins, with the hope that the association is with quality products.  Product names for American products in China is an interesting challenge.  The products should sound similar to the name in English but the characters used for the sounds should also have an appropriate and positive meaning.  Coca-cola’s name in Mandarin is 可口可乐 (kě kǒu kě lè), with the sound being close and the meaning something like delicious happiness.