Why do companies choose foreign sounding names for their brands? Did you know that Berghaus is actually a North East brand? It was started in 1966 by climbers and moutaineers Peter Lockey and Gordon Davison of the LD Mountain Centre in Newcastle. Mountain centre became the German word ‘Berghaus’.
The founders of Jack Wolfskin, Germany’s leading outdoor brand, however used an English sounding name for their brand. According to the company, the founders came up with it during a camp fire in Canada – inspired by the howls of wolves and with a bit of Jack London’s ‘Call of the Wild’ spirit in mind.
VW, another German company had a YouTube hit worldwide with its new advertisement for its Passat, which was first shown during the Super Bowl. To date the VW clip alone has had more than 30 million views.