Linguistic Check Suggests Different Interpretation of PPR's New Name Kering

PPR, one of world's largest luxury groups, announced in March that it will change its name to Kering. 

“Changing our identity is the logical and necessary outcome of the Group’s transformation. More than just the change in scope or activity that this new name reflects, it expresses the Group’s new identity and our corporate culture”, said Chairman and CEO, François-Henri Pinault.

The group's press release explains that 

Kering can be pronounced as ‘caring’ in English, which expresses our company culture of taking care of our brands, people, stakeholders and the environment. The suffix ‘-ing’ expresses the idea of movement, one of the constants in the Group’s history, as well as its international dimension. The stem ‘ker’, meaning home in Breton, is a proud reminder of our origins in the Brittany region of France.

However, there might be something rather obvious in the way. Do a primary linguistic check and you will find that the word "kering" means "dry" or "dried" in Indonesian or Malay, not exactly "caring'. The interpretation of "dried" to a degree goes against what luxury brands usually want to evoke, and for a considerably big group of consumers, whatever message Kering is trying to convey can be confusing.

It is interesting to see how Kering is going to eliminate consumers concern and convince the consumers its new identity of "caring and loving".