Summary
When UK-based cafE chain Pret A Manger announced it would open two outlets in Paris, MarketingWeek columnist Mark Ritson noted a consistency problem for the international brand.
"To British ears, the Pret a Manger name conjures up associations of high quality cooking with a cosmopolitan twist," said Ritson. "But Francophile readers will know that the name has rather mundane, low-end connotations when encountered by Gallic ears.See the full content of this document
Extract
Of Origin
"Imagine a new London restaurant called Ready to Eat Food and you'll get the idea. As my French friend Guillaume put it last week, gesturing to a newspaper announcing Pret's French venture: 'Le nom c'est un problEme en France.'"
Many companies like Pret ...See the full content of this document
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