Errors due to inappropriate choices of brand names or slogans - appear as an obvious mismatch between a brand used by the company and the country in which the respective brand is launched (the causes are different connotations from the terms which respectively name the brands). Such errors can be avoided through better initial documentation from a linguistic and literary point of view in the country in question. In 1990, crematoria were reintroduced in Estonia, as private companies. During this period, in Tallinn, one of the companies took the name "Inferno" (the translation of the term being a very powerful and uncontrolled fire). However, the company did not take into account that the most used connotation of the term is that of "purgatory" or "hell". An advertisement for this company would have sounded (in a very unfortunate way) like this: "Where will your husband be buried so I can say goodbye to him?" “It will burn in hell,” Volkswagen called a variant of the Golf Jetta model. When introduced to the Italian market, the model recorded very poor sales. As the letter "j" does not exist in the Italian alphabet, the Jetta was pronounced "ietta" (the Italian word for "bad luck") o Hoover, a European manufacturer of household appliances, introduced a vacuum cleaner on the German market. under the name Zyklon (the German word for “cyclone” – a seemingly appropriate name for a vacuum cleaner). However, the manufacturer did not know that Zyklon B was the deadly gas used by the Nazis in concentration camps, so public protests were not long in coming. In April 2003, the Hong Kong Tourism Board launched a series of advertisements in major publications. The slogan chosen was "Hong Kong will take your breath away...". Unfortunately, the launch of the campaign coincides with the period of the SARS epidemic, the main symptom of which was breathing difficulties. The "Matador" brand introduced by American Motors in Puerto Rico was a resounding failure. This is all because in Puerto Rico, “matador” is the term used for “criminal.” o General Motors introduced the Chevrolet Nova brand to South America, with sales being extremely low in volume. Soon, company officials discovered the reason: "Nova" in Spanish is pronounced "no va" (it won't work, it won't work). Mistakes in the translation of slogans - these are mistakes with often amusing consequences. and not necessarily negative for the company. Sometimes they can boost brand reputation. They can be avoided by carefully checking the translations and the connotations they have in the target country.