English keywords in marketing

There are several perspectives on what is meant by a «keyword» in marketing. However, here we focus mainly on what determines the choice of lexical units from the English language that are used to name brands. These terms have a specific meaning that can produce a certain effect on potential buyers. In our study we looked at several examples, especially in the Spanish market, and investigated the effect of using terms coined in a given language for a given market in other markets with other languages.