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A brand blunder is an error associated with the branding of a product, especially a new product in a new market. Reasons for such slips include the lack of understanding of the language, culture and consumer attitudes in the new market. There are numerous examples of brand blunders in marketing history; there are also numerous urban legends surrounding brand blunders, where there is little evidence of an actual blunder. == True cases == *An April 2002 Starbucks ad featured twin cups of their Tazo drinks with the caption "Collapse into cool" and an airborne dragonfly, imagery and wording which reminded many of the recent 9/11 attacks. Though the ads were created before the attacks and the resemblance was coincidental, the company apologized and pulled the posters.〔(Starbucks' 'Collapse into Cool' Campaign )〕 *A 1997 direct mailer from Weight Watchers featuring Sarah Ferguson with a caption stating that losing weight was "harder than outrunning the paparazzi." appeared in mailboxes in the days before and following the death of Princess Diana, an incident in which paparazzi were at the time suspected to have played a role. The company quickly pulled the ads.〔(Weight Watchers Rethinks Its Duchess Of York Campaign )〕〔(Fergie Ads Pulled by Weight Watchers )〕 *In 2006 Sony had a limited Dutch billboard campaign promoting the then-upcoming arrival of the white PlayStation Portable by featuring a black woman and white woman with respectively colored clothing and hair in confrontational poses. After accusations of racism, Sony pulled the ads.〔(Sony ad provokes race accusations )〕〔(Is this offensive to you? The Lilith Effect )〕 *In 2008, Greyhound Canada hastily pulled the slogan "There's a reason you've never heard of 'bus rage.'" after Tim McLean was murdered and beheaded by fellow passenger Vince Weiguang Li aboard a bus in Portage la Prairie, Manitoba. *A Nike ad on Oscar Pistorius' website used the caption "I am the bullet in the chamber" and was pulled in 2013 after his arrest in connection with the shooting death of his girlfriend, Reeva Steenkamp.〔('Bullet in the chamber' Nike ad pulled from Oscar Pistorius' website )〕 *"Kiri", a brand of cheese from the French company Groupe Bel was renamed to "Kibi" in the Iranian market because in Persian the word "kiri" refers to the penis, but is also used to describe something rotten or rank.〔(The French cheese that means “rotten” in Farsi )〕 *The Honda Jazz was initially named the Honda Fitta. However, when marketing collateral reached the Swedish office of the company, it was pointed out that "Fitta" is a slang term for "vagina" in Swedish and Norwegian. The model was renamed "Jazz" for most markets, with the name "Fit" being used in Japan, China, and the Americas. 〔(Fitta blev dyr affär för Honda )〕 *A name given by IKEA's Chinese website for its stuffed wolf toy Lufsig, Lo Mo Sai (路姆西), contained a homophone of Hai (閪), a profane Cantonese word meaning "vagina"; the name itself could be written as Lo Mo Hai (老母閪), meaning "mother's vagina".〔(【引用サイトリンク】url=http://online.thatsmags.com/post/why-this-cute-ikea-doll-became-a-symbol-of-protest-in-hong-kong )〕〔McBain, Sophie (10 December 2013). ("How Lufsig the cuddly wolf became a Hong Kong protest symbol – A short lesson in the art of mistranslating names into Chinese." ) ''The New Statesman''.〕 *Ayds diet candy launching a mass marketing campaign just before the start of, and continuing through the early years of, the HIV/AIDS epidemic. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Brand blunder」の詳細全文を読む スポンサード リンク
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