How These 10 Brands Had Naming and Design FAILS in China

Mistake: During the 1960s, Pepsi ran a campaign in the West with the slogan “Come Alive! You’re in the Pepsi Generation.” However, when translated into Chinese, it reportedly became “Pepsi brings your ancestors back from the dead” (百事让你的祖先起死回生 - Bǎishì ràng nǐ de zǔxiān qǐsǐhuíshēng). This eerie mistranslation did not sit well with Chinese consumers, given their deep respect for ancestors and traditions.

Pepsi brought in $37.5 billion in revenue in 2023.

According to the BrandValuer app, the company has a brand worth an estimated $20.8 billion.

Mistake: Mercedes-Benz initially entered the Chinese market under the name “Bēncì” (奔死), which roughly translates to “rush to death.” This was clearly a poor choice for a luxury car brand, leading the company to rebrand as “Bēnchí” (奔驰), meaning “dashing speed,” which better aligned with its high-end image.

In 2023, Mercedes made $166.28 billion in revenue.

According to the BrandValuer app, the automotive brand is worth an estimated $76.5 billion.

Mistake: When Coca-Cola first attempted to translate its name phonetically, it resulted in Ke-kou-ke-la (蝌蚪啃蜡), meaning “bite the wax tadpole.” This nonsensical translation forced the brand to revise its name to Kěkǒukělè (可口可乐), which means “delicious and joyful,” a much more market-friendly name.

In 2023, Coke was able to bring in $46 billion in revenue in 2023.

According to the BrandValuer app has a brand worth of an estimated $26 billion.

Mistake: In 2004, Nike released a commercial featuring a kung fu battle between LeBron James and Chinese mythological figures, offending cultural sentiments. Nike also once released a limited-edition sneaker…With The words 發 ('fa') and 福 ('fu') in traditional Chinese characters appear on the heel area of the left and right shoe in the special-edition pair, respectively. When seen separately, the words are associated with festivity, meaning 'be rich/prosperous' and 'have fortune/luck'. But when viewed together, they form a phrase meaning 'get fat'—a reversed blessing which is ironic, to say the least, for a sports brand.

In 2023, Nike pulled in $51.2 billion in revenue.

According to the BrandValuer app, Nike’s brand is worth an estimated $28.7 billion

Solution: Adapt marketing campaigns to respect cultural heritage and avoid insensitive representations.

Mistake: Electrolux made a major marketing blunder with its English slogan, “Nothing sucks like an Electrolux,” which had an unintended double meaning in English-speaking markets. In China, the brand also struggled with name recognition and an image of being expensive yet lacking the prestige of competitors like Siemens or Haier.

In 2023, Electrolux brought in $12.76 billion in revenue.

BrandValuer app, Electrolux’s brand is worth an estimated $12.4 billion.

Solution: Adjust slogans for local meaning and test messaging before launching.

Mistake: KFC successfully localized its brand in China, but early on, it faced translation issues. The company’s famous slogan, “Finger-lickin’ good,” was poorly translated into “Eat your fingers off” (吃掉你的手指 - Chīdiào nǐ de shǒuzhǐ). Though the brand quickly fixed the issue, it highlighted the importance of careful localization.

In 2023, KFC brought in $2.83 billion in revenue.

According to the BrandValuer app, KFC’s brand is worth an estimated $1.6 billion.

Solution: Translated to a culturally relevant phrase that conveys tastiness without confusion.

Mistake: Launched a toothpaste brand in China that promised to "whiten teeth" but used messaging that reminded people of funeral traditions (white is associated with mourning). Not only that but, Colgate launched a toothpaste line in China under the name “Darkie” in collaboration with a Hong Kong-based brand. The logo featured a caricature of a Black man in a top hat, which later caused an international backlash. The product was eventually rebranded as “Darlie”, but the incident remains a cautionary tale in branding history.

In 2023, Colgate products brought in $15 billion from their $19 billion total in the Colgate-Palmolive group.

According to the BrandValuer app, Colgate’s brand is worth an estimated $9.8 billion.

Solution: Rebrand whitening products with a positive message, avoiding unintended cultural taboos.

Mistake: Mazda attempted to emphasize its “zoom-zoom” philosophy in China but faced difficulties with pronunciation. The Chinese name Mǎzìdá (马自达) was acceptable, but its marketing messaging often failed to resonate with local consumers, leading to weaker brand recognition compared to Toyota or Honda.

In 2023, Mazda brought in $33.08 billion in revenue.

According to the BrandValuer app, Mazda’s brand is worth an estimated $12 billion.

Solution: Rename products with phonetics that avoid humorous or offensive misinterpretations.

Mistake: Vicks encountered a phonetic issue when launching in China. The letter “V” does not exist in standard Chinese pronunciation, and the name Wéikèsī sounded awkward to local consumers. The brand never gained strong traction and remains overshadowed by local alternatives.

Solution: Changed the pronunciation and branding strategy to "维克" (Wéikè), avoiding awkward connotations.

Mistake: Procter & Gamble struggled with cultural sensitivity when marketing skincare and personal care products in China. One of its whitening product campaigns implied that lighter skin was superior, sparking backlash over racial and beauty standards. The company later adjusted its messaging to be more inclusive.

The company, Procter & Gamble brought in $82 billion in revenue in 2023.

According to the BrandValuer app, Procter & Gamble’s brand is worth an estimated $54.3 billion.

Solution: Adjusted marketing to highlight traditional Chinese medicinal ingredients, aligning with consumer preferences.

✔ Phonetic Testing: Ensure the brand name sounds appropriate and avoids negative connotations.

✔ Cultural Sensitivity: Adapt marketing to align with Chinese customs and traditions.

✔ Linguistic Accuracy: Avoid direct translations; create localized messaging.

✔ Consumer Preferences: Research and align product positioning with local expectations.

✔ Symbolism Awareness: Be mindful of colors, imagery, and taboos in Chinese culture.

Brands that take the time to properly localize their image and message tend to thrive in China, while those that fail to do so can face costly consequences. Careful market research and collaboration with local experts can make all the difference in building a successful global presence.