Naturalisation of brands: say and spell

Empty Coca-Cola bottles with the letters in Cyrillic have become collectors’ items, as only bottles with Latin letters are available today. Collectors should now go to China or Korea. Foreign brands become naturalised, if not in the way they are spelled, at least in the way they are referred to. For example, we get a Zlaty Bazant when we ask for an “Aranyfácán”, though this word has been used by another brand for over 70 years. Ice tea with the first word pronounced in English and the second in Hungarian is another example of the many ways a foreign expression can adapt to the local language.