Faking Foreign: Why Brands Pretend to Be From Somewhere Else

Aug 19

In a globalized marketplace, authenticity is currency — but sometimes, that authenticity is carefully engineered. One of the most curious (and effective) tactics in brand strategy is the use of foreign-sounding names to project heritage, quality, or prestige — even when the brand has no actual ties to that culture.

From luxury skincare lines to super-premium ice cream, many beloved “international” brands are, in fact, homegrown inventions dressed in the language of global sophistication.

Let’s explore why this works, how it’s evolved, and what it teaches us about the psychology of branding.

The Case of Häagen-Dazs: A Danish Name with Bronx Roots

Perhaps the most famous example of this phenomenon is Häagen-Dazs. Founded in 1960 in New York by Reuben Mattus, the brand name was entirely fabricated to sound Danish — despite the fact that it means nothing in any language, including Danish.

Why Denmark? At the time, Denmark had a global reputation for high-quality dairy and was admired for its humanitarian efforts during World War II. Mattus wanted to evoke old-world craftsmanship and purity — qualities that aligned with the premium positioning of his ice cream.

Even the umlaut (“ä”) was added purely for effect. There’s no linguistic basis for it in Danish — it was branding, not language.

And it worked. The exoticism of the name helped position Häagen-Dazs as a premium product in a category dominated by traditional American brands.

Frusen Glädjé: Swedish for... Something?

In the 1980s, a direct competitor emerged with a name even more explicitly foreign-sounding: Frusen Glädjé, a pseudo-Swedish phrase intended to mean "frozen joy."

Unlike Häagen-Dazs, the words were technically Swedish, though the phrasing was awkward to native speakers. Still, to American consumers, the branding suggested elegance, simplicity, and European quality — attributes that elevated its perception and price point.

Even though the brand was based in the United States, its linguistic choices gave it an international edge.

Skincare, Wellness, and the French (or French-Sounding) Advantage

This strategy is especially prominent in the beauty and skincare industries, where French and Italian names have long been associated with luxury, quality, and efficacy.

La Mer, Caudalie, and Biotherm emphasize French or European aesthetics — whether or not their production or R&D takes place there.
Aveda, founded in Minneapolis, blends a made-up name with Ayurvedic themes, leveraging Eastern wellness cues to suggest natural, holistic quality.

In these examples, foreign branding isn’t just about sounding fancy — it’s about triggering specific emotional and cultural associations that align with the brand promise.

Why This Works: The Semiotics of Sound and Culture

The strategy taps into something fundamental: the associations we make with sounds, words, and cultural references. Certain countries or regions have become shorthand for desirable product qualities:

CountryConsumer AssociationFranceLuxury, beauty, indulgenceItalyPassion, flavor, designJapanPrecision, minimalism, innovationGermanyEngineering, durabilityScandinaviaCleanliness, nature, purity

By creating a brand that sounds like it comes from one of these regions — even without a literal connection — marketers can short-circuit the consumer’s judgment process. The name does half the positioning work before the product is even experienced.

Is It Strategic or Misleading?

Some may call this deceptive. Others see it as a form of branding theater — a story well told.

The key difference lies in intentionality and transparency. If the foreign-sounding name is used to evoke a feeling or an aesthetic — and the product lives up to the promise — the strategy can feel authentic in its own right.

But if the name implies origin or certification that the product doesn’t have, the tactic can backfire, especially with today’s more globally informed and socially conscious consumers.

Strategic Takeaways for Brand Leaders

If you’re leading brand development or repositioning, here are a few considerations:

Language is semiotic leverage. Phonetics, accents, and even punctuation can carry emotional weight.
Cultural shorthand matters. Consumers have deeply embedded associations with specific countries and regions — use them intentionally.
Authenticity is evolving. A name doesn’t have to be native to be effective, but it must be consistent with the story you’re telling.
Perception is part of the product. Especially in premium categories, perceived origin can elevate the value proposition.

Final Thought

Häagen-Dazs may not be Danish. Aveda may not be Ayurvedic. But their success reveals something powerful: When branding taps into cultural resonance, it can create perception — and perception drives value.

As marketing leaders, our job is not just to describe a product — it’s to shape how people feel about it. And sometimes, the right name — foreign-sounding or not — is the most strategic story you can tell.

Sol Creative Collective