Foreign branding

Foreign branding is an advertising and marketing term describing the use of foreign or foreign-sounding brand names for companies, products, and services. When the actual country of origin may not be beneficial, companies tend to use a foreign branding strategy, trying to make customers believe that the company and/or its products originate from a more favourable country than they actually do.

In non-English-speaking countries, many brands use English- or American-styled names. In English and other non-English-speaking countries, many cosmetics and fashion brands use French- or Italian-styled names. Also, Japanese, Scandinavian, and of other origin-sounding names are used in both English- and non-English-speaking countries to achieve specific effects.

Many South Korean corporations use foreign branding:

Foreign letters and diacritical marks (such as the umlaut) are often used to give a foreign flavor to a brand that does not consist of foreign terms.

Some fonts, sometimes called simulation typefaces, have also been designed that represent the characters of the Roman alphabet but evoke another writing system. This group includes typefaces designed to appear as Arabic, Chinese characters, Cyrillic, Indic scripts, Greek, Hebrew, Kana, or Thai. These are used largely for the purpose of novelty to make something appear foreign, or to make businesses such as restaurants offering foreign food clearly stand out.

Where different keyboard layouts or character encodings map different scripts to the same key positions or code points, directly converting matching characters provides an alternative to transliteration when the appearance, rather than the meaning, is desired.

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