Brand names can present a challenge for global marketers because of language differences. Meaning gets lost in translation. To avoid committing language faux pas with brand names, companies should
A. avoid the use of the brand name in advertising and focus on features and benefits.
B. develop brand names that have no preexisting meaning in any known language.
C. adhere to the UN Convention on Naming Rights.
D. translate advertising copy for the entire ad except for the brand name.
E. keep the brand name the same in all languages, regardless of meanings, as long as the brand logo and symbol are displayed prominently.
Answer: B
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