It’s easy to fail in international branding. Markets have different slangs, customs and cultures and it’s hard to take them into account along with the norms for the global market. A failure that’s boundto make the media rounds this week is “Nigaz” – Russian gas giant Gazprom’s new joint venture with Nigerian firm NNPC- which, though a simple joining of the words Nigeria and Gazprom will be causing a lot of controversy. For English speakers it has a different meaning that Gazprom will definitely not be able to overcome. Twitters were definitely on it like wildfire (seems to be they’re the olace to go for everything lately). Here are some of the recent tweets regarding this.
MikeyTRRP: Erm, the firm is gonna be called WHAT?! http://bit.ly/HAKVF
RichHL: The Russians like Nigaz with attitude. http://bit.ly/HAKVF
CheEdgarissimus: It’s impossible, but true! Nigeria + Gazprom = Nigaz. http://tinyurl.com/l2lhkl
kollner: Gazprom signed $2.5bn deal with Nigeria’s state forming join venture to be named NIGAZ. Seriously, nigaaaaz🙂 http://bit.ly/QHQtn
renepower: http://tinyurl.com/l9n5uu Doh, more ‘Whats in a Name’ fun – Gazpro’s Nigaz Nigerian joint venture
For up to date tweets: https://twitter.com/search?q=%20http%3A//bit.ly/HAKVF#search?q=nigaz
I think a little bit of international research would’ve gone a long way. I’ll assume the rebranding they need to do will cost more time and money than that research would’ve.