Brand Blunder - True Cases

True Cases

• Lancia Dedra: this car sold poorly outside Italy, particularly in English-speaking markets, where research showed that people associated it with danger (apparently affected by the name's similarity to the word "dead")
• Honda: In 2001, Honda intended to release an automobile known as the Fit in Asian markets as the Honda Fitta on the European market. However, in Swedish and Norwegian, fitta is a crude reference to female genitalia, and the vehicle was rebranded Honda Jazz.
• McDonald's: In January 2005, McDonald's published banners proclaiming Double cheeseburger? I'd Hit It. In this obvious blunder, the copywriters mistook the strictly sexual slang expression for a term of general approval.
• Kentucky Fried Chicken: An advertising campaign in China attempting to translate the slogan Finger lickin' good! into Chinese failed miserably, proclaiming Eat your fingers off.
• Drake University: This university based in Des Moines, Iowa launched an undergraduate recruitment platform called the "Drake Advantage" in July 2010. The program utilized a recurring "plus" sign to pair ideas, including "Your passion + our experience," and featured a "D+" graphic to indicate the "Drake Advantage." University officials intended the D+ graphic to be a bold, ironic gesture that called to mind a low academic grade (See: United States grading system) but simultaneously reflected the advantages Drake had to offer. However, the graphic was met with resistance from some faculty, alumni and other members of the community and drew national media attention in September. Within a few days, university officials withdrew the D+ graphic from its undergraduate website, with a message from President David Maxwell acknowledging the university had heard and responded to community concerns. Maxwell and other university officials have cited studies showing the program has been effective as a recruitment tool.
• Mitsubishi Pajero: The word "pajero" is a slang term in some Latin American dialects of Spanish for "wanker", so the vehicle was called the "Montero" when sold in some Spanish-speaking countries.