[Behind the Brand: 2] Tous Les Jours, Innisfree: Why do so many Korean brands have foreign words?
IndustryJun 23, 2019
Thanks to the unconscious cultural assumption that foreign equals luxurious, foreign languages have long played a major role in the South Korean business world and influenced branding decisions accordingly. This strategy is known as foreign branding -- companies make their products or brands sound exotic to enhance their perceived value and make them more marketable. There are also cases where ...