As the world becomes ever more globalised, many multinational companies create or have edited their branding to appeal universally. A key factor in global marketing is to ensure the brand name does not translate poorly to avoid confusing messages and misunderstanding meaning. The brand name also should not translate into any offensive language, deliberately or accidentally, in another language. A further factor is to cater for subtle differences on the standard product to better fit into different cultures. This customisation has led such multinational companies to adopt a culturally hybridised style for their brand. For example, a South Korean company may be called “HandMade,” or a German company may make up a word such as “Zyling.”