The lemon-lime carbonated soft drink 7Up has been very successful in the United States. Dr Pepper/Seven Up, Inc., the maker of 7Up, uses a family branding strategy to market 7Up worldwide. In Shanghai, China, sales have suffered since the brand name means "death through drinking." When picking a good brand name, which criterion did Dr Pepper/Seven Up, Inc., violate when it chose to use a family branding strategy to market 7Up in China?

Question

Quizplus · Accepted Answer

Dr Pepper/Seven Up violated the criterion that the brand name should have favorable phonetic and semantic associations in other languages. The Chinese translation of 7Up's name means "death through drinking," which has negative connotations and has led to a decline in sales in China.

The Lemon-Lime Carbonated Soft Drink 7Up Has Been Very Successful