Lost in translation or strategic choice? Unmasking English brand names in Black-Nguni-owned FMCG–SMMEs

Purpose In the competitive world of fast-moving consumer goods (FMCGs), Black-Nguni small, medium and micro enterprises (SMMEs) in KwaZulu-Natal, South Africa, face a critical branding dilemma: prioritising western trends over indigenous identity at the risk of alienating their market. The purpose of this study is to investigate whether the use of English brand names among Black-Nguni FMCG-SMMEs is a strategic branding choice or cultural disconnect rooted in linguistic perception, identity, and market positioning. Design/methodology/approach This study used a grounded theory approach to explore the linguistic phenomenon of brand naming within the business context of FMCG enterprises owned by the Black-Nguni community. Patterns, preferences and challenges encountered in brand naming were identified. Findings Notable findings include a distinct preference for specific phonetic elements, such as using the plosive “d” in English and the shared plosive “k” in English and Nguni languages. Plosives in brand names are known to correlate with brand profitability. In addition, the research highlighted the influential role played by English-sounding brand names among these enterprises. These entities experienced a state of dissonance, choosing between their native languages, often rooted in family legacies or adopting English words. Research limitations/implications The research may not be generalisable to other African regions or linguistic contexts; however, it provides insightful recommendations. Practical implications Brand name choice should not be decided on a whim, but rather be an intentional strategy that incorporates language and cultural nuances tailored to the specific environment of SMMEs. Originality/value This study provides insights into the challenges these businesses face in balancing western appeal with the preservation of native indigenous languages and cultures while remaining profitable. It is one of the foundational realities of understanding entrepreneurship in Africa.