Lost in Translation? How Black-Nguni FMCG Businesses Choose English Brand Names

What is it about?

Small businesses in KwaZulu-Natal, South Africa, especially those owned by Black-Nguni entrepreneurs, face a tricky choice when naming their products: Should they use English names to sound modern and global, or stick to Indigenous names that reflect their culture and heritage? This study explored how these business owners name their fast-moving consumer goods (FMCG) brands—things like food, skincare, or cleaning products. It looked at why certain words and sounds are chosen, especially sounds like "d" and "k," which are believed to make brand names stronger and more memorable. What it found was that many businesses are caught between two worlds: English names are seen as more marketable. Nguni names often carry deep family or cultural meaning. This “tug of war” creates a kind of branding stress. But naming a brand shouldn't be random—it needs to be a smart decision that considers language, culture, and market appeal. Even though this research focused on one group and one region, it shows a bigger picture for African entrepreneurship: keeping cultural identity alive while growing a successful business. Takeaway: Brand names aren’t just words—they're a powerful business decision. For small businesses in Africa, getting this right can mean the difference between being ignored and being remembered.

Featured Image

Photo by Lidia Vi on Unsplash

Photo by Lidia Vi on Unsplash

Why is it important?

This research is significant because language plays a crucial role in how consumers understand, trust, and connect with businesses. In South Africa and across Africa, people live in multilingual societies where indigenous languages carry cultural meaning and social identity. However, many Black-owned FMCG small businesses feel pressured to use English brand names because English is often associated with professionalism, quality, and market legitimacy. This study shows that such language choices are not neutral and can significantly shape how brands are perceived. For small businesses, a brand name is often the first point of interaction with consumers. It communicates what the business offers, who it is meant for, and whether it feels trustworthy or relatable. When brand names are chosen without considering local language and cultural context, important meanings can be lost. Consumers may struggle to recall the brand, misinterpret its message, or feel disengaged from it. Over time, this can impact visibility, customer loyalty, and a business's ability to expand beyond its immediate markets. The research also challenges the assumption that English-only branding is always the most effective strategy. It shows that African languages and familiar sound patterns can enhance memorability, authenticity, and emotional connection when used thoughtfully. Rather than limiting market reach, culturally grounded naming practices can help businesses stand out and build stronger relationships with consumers. Beyond individual firms, the study highlights how historical inequalities continue to influence everyday business decisions. The legacy of apartheid has shaped the way languages are valued in commerce, influencing both entrepreneurial decisions and consumer behaviour. Understanding these dynamics is important for developing more inclusive branding, marketing, and enterprise development strategies. Ultimately, this research is significant because it demonstrates that language is not merely a tool for communication, but also a driver of identity, inclusion, and economic participation.

Perspectives