{"id":113239,"date":"2012-04-11T16:30:28","date_gmt":"2012-04-11T16:30:28","guid":{"rendered":"https:\/\/www.trustedtranslations.com\/?p=113239"},"modified":"2022-02-10T17:03:28","modified_gmt":"2022-02-10T17:03:28","slug":"comment-votre-nom-de-marque-peut-vous-faire-gagner-ou-perdre-des-clients","status":"publish","type":"blog","link":"https:\/\/www.trustedtranslations.com\/fr\/blog\/comment-votre-nom-de-marque-peut-vous-faire-gagner-ou-perdre-des-clients","title":{"rendered":"Comment votre nom de marque peut vous faire gagner ou perdre des clients"},"content":{"rendered":"<p>Les noms de marques et la gestion des marques jouent un r\u00f4le crucial\u00a0 dans la commercialisation de tous les produits et services. Premi\u00e8rement, au fur et \u00e0 mesure que le monde se globalise, il devient plus difficile de d\u00e9velopper des noms de marques qui puissent \u00eatre utilis\u00e9s quel que soit le pays. Fr\u00e9quemment, les grandes multinationales d\u00e9pensent beaucoup de temps et d\u2019argent en \u00e9tudes de march\u00e9 pour observer les accueils que re\u00e7oivent les diff\u00e9rents noms selon les pays et les langues.<\/p>\n<p>Kraft Foods a r\u00e9cemment \u00e9t\u00e9 confront\u00e9 \u00e0 la question en choisissant un nom de marque ayant une connotation positive dans une langue, mais n\u00e9gative dans une autre&#8230; Le nom de la nouvelle marque mondiale d\u2019encas du groupe, \u00ab\u00a0Mondelez International\u00a0\u00bb, a \u00e9t\u00e9 choisi en fonction des clients francophones : \u00abMonde\u00a0\u00bb et \u00ab\u00a0delez\u00a0\u00bb, proche du mot \u00ab\u00a0delish\u00a0\u00bb (\u00ab\u00a0d\u00e9lice\u00a0\u00bb en fran\u00e7ais). Soit, mais quand nous assemblons les parties entre elles, nous obtenons \u00ab mohn-dah-leez\u00a0\u00bb, un mot grossier en russe, d\u00e9signant l\u2019acte sexuel.<\/p>\n<p>Kraft, qui a fait valoir qu\u2019ils s\u2019\u00e9taient concentr\u00e9s sur des groupes particuliers pour tester les noms dans 28 langues dont le russe, est de plus en plus pr\u00e9sent en Russie. Ce mot, qui peut \u00eatre consid\u00e9r\u00e9 comme offensant pour les russes, peut potentiellement nuire au d\u00e9veloppement de la compagnie dans ce pays.\u00a0 Kraft a d\u00e9j\u00e0 approuv\u00e9 le nom au niveau mondial, et devra certainement prendre cette r\u00e9cente r\u00e9v\u00e9lation en consid\u00e9ration.<\/p>\n<p>Bien s\u00fbr, il y a de nombreux exemples similaires de noms d\u2019entreprises, de produits et de marques qui fonctionnent bien dans certains pays et s\u2019av\u00e8rent un d\u00e9sastre dans d\u2019autres. Aujourd\u2019hui, alors que les entreprises cherchent \u00e0 asseoir une pr\u00e9sence globale, il est plus important que jamais de s\u2019assurer qu\u2019un nom choisi se traduise bien dans la langue commerciale. <a href=\"https:\/\/www.trustedtranslations.com\"><em><em>Trusted Translations<\/em><\/em><\/a>, en tant que leader de services de traduction multilingues, est heureux de pouvoir vous fournir un <a title=\"devis\" href=\"https:\/\/www.trustedtranslations.com\/quote\">devis gratuit<\/a> pour tous vos besoins de traduction, et peut vous aider \u00e0 vous assurer que toutes les parties de votre campagne de commercialisation sont traduites en toute s\u00e9curit\u00e9 et efficacement dans la langue de destination.<\/p>\n<p>Version originale en anglais : <a title=\"Noms de marques\" href=\"https:\/\/www.trustedtranslations.com\/services\/human\/captioning-and-cart\/attachment\/machine-translation-scaled\">How your Brand Name can Win or Lose you Clients<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Les noms de marques et la gestion des marques jouent un r\u00f4le crucial\u00a0 dans la commercialisation de tous les produits et services. Premi\u00e8rement, au fur et \u00e0 mesure que le\u2026\n","protected":false},"author":16,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[7517],"tags":[],"class_list":["post-113239","blog","type-blog","status-publish","format-standard","hentry","category-pour-acheteurs-de-traduction"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment votre nom de marque peut vous faire gagner ou perdre des clients - Trusted Translations, Inc.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.trustedtranslations.com\/fr\/blog\/comment-votre-nom-de-marque-peut-vous-faire-gagner-ou-perdre-des-clients\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment votre nom de marque peut vous faire gagner ou perdre des clients - Trusted Translations, Inc.\" \/>\n<meta property=\"og:description\" content=\"Les noms de marques et la gestion des marques jouent un r\u00f4le crucial\u00a0 dans la commercialisation de tous les produits et services. 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