Why is it wise for global marketers to use back translation? Provide an example to support your answer.

Back translation refers to a translated word or phrase being retranslated into the original language by a different interpreter to catch errors. This will help prevent unintended meanings from occurring in marketing plans. Examples from the textbook of the unintended meanings of brand names are (1) IBM's "Solution for a Small Planet" was translated in Japanese as "Answers that make people smaller" and (2) Kit Kat bars, which are marketed by Nestlé worldwide. The brand name "Kit Kat" is pronounced "kitto katsu" in Japanese, which roughly translates to "Surely win." Japanese teens eat Kit Kat bars for good luck, particularly when taking crucial school exams.