Mistranslations and faulty word choices have often cre0ated problems for companies in foreign markets. Interna0tional marketers must also be aware of the connotation of the words, signs, symbols, and expressions they use as brand names or logos or in various forms of promotion. Also, advertising copy, slogans, and symbols do not always transfer well into other languages. This not only impedes communication but also sometimes results in embarrassing blunders that can damage a company’s or a brand’s cred-blunders that can damage a company’s or a brand’s cred0ibility or image and thereby cost it customers.