You’re making a sandwich and go into your fridge to pull out a jar of Hellmann’s Mayonnaise…or is it Best Foods? Well, it depends where you are making this sandwich. If you live east of the Rockies, you’re spreading Hellmann’s Mayonnaise on your bread. But, move west of the Rockies and you’re using Best Foods.

Both brands have similar logos, websites and even taglines. Seems strange doesn’t it? So, why would a company create or give a different brand name for the same product in a different geography? We’ve compiled some common reasons you may find identical products with differing names.


MERGERS and ACQUISITIONS: It is not uncommon for mergers or buyouts to occur. Despite an acquisition, many brands are well-known–sometimes even better-known than the new parent brand– and retain strong brand equity. When the name of national brand is strong, the original name is often kept, even when an international visual identity is adopted. The same applies on local or regional levels. For example, when Richard Hellmann Inc. was acquired by Best Foods, Inc., Hellmann’s Mayonnaise sold east of the Rockies and Best Foods Mayonnaise sold west.

LEGAL: Whenever you create a name, there is always the possibility that someone else somewhere else has already thought of it. Often a local brand already owns the legal right to use a name, forcing a multinational company to create another name. This is particularly true in the pharmaceutical industry, which is why the same medication may have a different name in France than it does in the United States.

LANGUAGE: Words and phrases translate differently into different languages. Sometimes a brand’s name may be inappropriate or even misleading in a specific language, potentially hurting sales. Depending on the product it can be funny, or it can be horribly ironic; one example of both these instances is the Chevy Nova. “No va” in Spanish means doesn’t go…perhaps not the best name for a car.

How do you avoid any naming mishaps in different regions? Research is essential in developing a name with long-term staying power. Copyright and trademark screening will eliminate name candidates in existence and linguistic evaluations will ensure you not cursing out someone’s mother in another country. Doing research ahead of time will save you the time and money early on if you find your name already exists, and may even spare you embarrassment overseas.

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Be honest – have you ever bought a product solely because of its name or packaging?

*whispers* I have.

The bottle’s appearance sucked me in, the matte hot pink and matte yellow bottles at the end of a sea of glossy blue and purple cans. I moved in closer, seeing the name EOS emblazoned across the top. Instant adoration! I love the name because Eos is the ancient Greek goddess of the dawn, often signifying a new beginning. Double bonus verbal branding: they’ve made it an acronym apropos to their product line, the “Evolution of Smooth.” So, even if you didn’t know that Eos was the goddess of the dawn, they are telling you this is a new beginning, an innovation in shaving, a new era of smooth legs!

Thankfully, I have ended up loving the product, too. Vanilla Bliss, indeed.

Will I now buy their lotion, lip balm (smooth stick or smooth sphere) and other flavors of shave cream?

*shouts* Yes!

Maybe it’s not the smartest way to shop, but EOS sold me in five seconds flat. I wasn’t even looking to buy shaving cream that fateful day in Target.

I wasn’t even in the aisle.

As we have learned from the Chevy Nova, it is important to perform an accurate linguistic screen in all markets where you intend to launch your product. As you may have heard, the Nova was not such a big hit with Spanish-speakers. Translated literally, its name means “star” but when spoken it sounds like “no va” meaning “it doesn’t go.” Oops.

Recently, PepsiCo announced that it is teaming up with Eva Longoria Parker to promote their new campaign, titled “Yo Sumo.” The campaign, inspired by this decade’s census, is to encourage Hispanics, especially the younger generation, to not only be counted numerically, but also share their experiences of how they have contributed to making a difference in the American landscape. The campaign is truly inspiring as it motivates multicultural America to participate not just be another number.

The problem here is this: Yo Sumo is translated literally as “I count,” as in, “I add numbers,” or one plus one is two. This could be interpreted as a “math is fun” campaign. It could also evoke imagery of a certain Japanese style of wrestling.

Unfortunately, the subtle nuances and double entendre of “I count” are lost in translation. Would a better phrase have been “Yo Cuento” as the translational abilities offer a broader range of meaning? Or is leaving it “Yo Sumo” okay, so long as Pepsi imbues the desired meaning? I am left to wonder if a native Spanish-speaker contributed to the brainstorming and ultimate name creation of the campaign. If that’s the case, then perhaps instilling meaning is, indeed, the intention.

No matter what, thankfully, “Yo Sumo” definitely does not mean “it doesn’t go,” so hopefully the initiative will take off!

If you know the difference between good and well, and that and which, then today is your (not you’re) day to unabashedly correct and edit bad grammar. *Finally!*

National Grammar Day was established in 2008 by Martha Brockenbrough, founder of the Society for the Promotion of Good Grammar (SPOGG) and author of Things That Make Us [Sic].

As a holiday, National Grammar Day is probably too (not to or two) new to have traditional celebrations, but at the minimum, I think it affords you the freedom to use proper English, and to help others do the same, without feeling like a hoity-toity grammar snob. Red pens ready!