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ARTICLE · 28 MAY 2020

Titulaires De Marques De Commerce, Attention Aux Pièges De Traduction

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On dit qu'on n'a jamais une seconde chance de faire une première impression.

CanadaIntellectual Property
Langlois Lawyers LLP
Langlois Lawyers LLP
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Cet article a initialement été publié en anglais dans l'édition de mars-avril 2020 du magazine Canadian Lawyer InHouse. 

On dit qu'on n'a jamais une seconde chance de faire une première impression. Cet adage est aussi vrai pour les noms commerciaux et les marques de commerce. Dans un contexte d'économie mondialisée, ceux-ci peuvent revêtir des significations nouvelles et non intentionnelles dans d'autres marchés, parfois avec des résultats fort regrettables. 

En 2018, Audi a lancé un nouveau VUS entièrement électrique portant la marque « e-tron ». Cela sonne plutôt bien dans les milieux anglophones, mais au Québec et dans d'autres régions francophones du monde, la marque fait penser au mot « étron », qui signifie « excrément ». 

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