The perils of international branding have once again been highlighted with the news of Russian gas giant Gazprom’s new joint venture with Nigerian firm NNPC — to be called Nigaz. (The logo on the left is a selfmade mockup)
While the origin of the name is easily explained — a conjunction of the words “Nigeria” and “gaz” — English-speakers seeing the word written down find the brand name has rather different connotations.
Incredulous Twitterers quickly spread the story around, dubbing it a branding fail and prompting a number to suggest Nigaz should adopt a strapline along the lines of “gas with attitude”.
Nigaz will actually build refineries, pipelines and gas power stations in Nigeria.