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The most famous brand of sliced bread is Bimbo in Spain.
Described as "It is soft and full of flavour. Healthy because it is made with olive oil, others brand of sliced bread only use normal oil."
The English word bimbo, with its negative connotations, has no such meaning in Spanish.
From a US website:
Would you buy bread called bimbo?
Apparently its makers, Bimbo Bakeries, out of Mexico, are a bit concerned that some of you might not.
Hence a few strategically placed billboards that have appeared on I-95 and elsewhere in Philadelphia recently offering a helpful pronunciation tip: "Say 'Beembo!' "
As the global economy flattens boundaries between cultures and countries, Bimbo Bakeries' parent company, Grupo Bimbo, has discovered it has a bit of a hurdle to overcome as it seeks to become a national bread brand in the United States.
Leonard Lodish, the Samuel R. Harrell professor of marketing at the University of Pennsylvania's Wharton School, is one who thinks Bimbo will have a difficult time shaking the cultural weight of its name in this country.
"I think Grupo Bimbo is foolish to use that name here," he said.
The issue is a common one, he said, as companies expand into new markets. Chevrolet confronted the issue when it introduced the Nova into Latin American markets, he said.
There were more than a few wags who dubbed the car, no va, or no go, in Spanish, he said.
"Multinationals have to be very careful if they are going to try to have a world brand," Lodish said. "They have to look at what a name means everywhere."
L- R: Ron Johnson, Stan Edwards, Reggie McKenzie, Lou Campbell, Mike Lodish, Joe DeLamielleure, Jack Lengyel
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