Have you ever wondered why the American brand Under Armour is spelt with a ‘u’?
I don’t mean in Under — very funny, give yourself a lollipop.
I mean, why does Armour have a ‘u’ in it when so many American spellings haven’t imported that kind of imperialist nonsense?
In fact, the US spelling of armor has no ‘u’ in it.
Wikipedia claims it was to get a toll-free number, which may have some truth to it, but I’d say it tackles a wider branding issue by differentiating themselves from other US brands.
Positioning it as foreign, specifically British, there’s a subliminal link back to medieval knights and what they would’ve worn under their suits of armour, had they access to modern materials, manufacturing techniques, and a local branch of Sports Direct.
Subconsciously injecting your brain with images of NFL defensive lineman taking the same kind of hits, and brain injuries, as jousters.
It happens all over the place, and it’s called Foreign Branding. I just learnt that as well btw :)
Sharp and Canon are Japanese companies with English names. Conversely, UK readers over 40 may remember Matsui, the English own-brand name of Dixons, made to sound Japanese.
Caffe Nero is as British as fish and chips. The most famous example of foreign branding is probably Häagen-Dazs, as American as apple pie.
So, foreign branding, another tool for your brand-naming brainstorms.
Wotcha!
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