The perception of being exotic can also be an advantage, though. Would you rather buy olive oil from a brand named Granny Smith or Emilia-Romagna? As another ex

The perception of being exotic can also be an advantage, though. Would you rather buy olive oil from a brand named Granny Smith or Emilia-Romagna? As another example, Häagen-Dazs was named to "sound Danish" to American consumers, despite not actually meaning anything in Danish. I think the name has worked rather well for them. Exotic product names in the U.S., however, must somehow be Anglicized to make them easy for American consumers to pronounce and remember. Flickr and Tumblr are okay, despite the missing vowel, because everyone knows how to read them. Mazda was smart enough to bastardize their founder's name (Matsuda) before trying to sell cars in America. But good luck if your company is named Xaro Xhoan Daxos!