When a brand expands internationally, its name can become a great asset… or a huge problem. What sounds good in one country can generate confusion or even be offensive in another.
This is where adaptive naming comes into play, a strategy that allows the name of a brand to be modified to ensure its success in different markets.
Some companies choose to translate their name, others make slight phonetic adjustments and some transform it completely to suit each culture.
How do they know which strategy is the right one? A good professional naming analyzes these aspects before making decisions.
If your brand has plans for international expansion, read on. Let’s explore how companies modify their name according to the market and what mistakes to avoid.
Why do brands adapt their name in different countries?
There are several reasons why a brand may need to modify its name when entering a new market:
- Pronunciation problems: A name may be difficult to say in another language, affecting its recall.
- Negative or confusing meanings: What works in one language may have unintended connotations in another.
- Legal restrictions: A name may be registered by another company in the new country, forcing the brand to change it.
- Cultural and linguistic preferences: Some markets prefer names with specific sounds or local references.
The key is to find a balance between maintaining the essence of the brand and adapting to the needs of the local market.
Strategies to adapt a name without losing identity
There are different approaches to adapting a name in international markets. Here are some of the most common strategies:
Direct name translation.
Some brands choose to translate their name into the local language when it makes sense to do so. This works well when the meaning of the name is key to the brand identity.
Example:
- Mr. Clean (USA) → Don Limpio (Spain).
- Burger King (USA) → Hungry Jack’s (Australia, due to trademark issues).
However, literal translation is not always the best option, as it can lose impact or sound unnatural.
Phonetic adaptation
In many cases, brands keep the essence of their name, but adjust it slightly to make it easier to pronounce in the new language.
Example:
- Lay’s (USA) → Chipsy (Egypt).
- Vicks (USA) → Wick (Germany, because “Vicks” sounds like a vulgar word in German).
This approach allows you to maintain familiarity with the original brand, but ensure that it sounds good in the local market.
Use of local characters or words
In markets such as China, where characters are used instead of Latin letters, brands often adapt their name with terms that sound similar but have a positive meaning.
Example:
- Coca-Cola → 可口可乐 (Kěkǒu Kělè), meaning “tasty and happy”.
- Carrefour → 家乐福 (Jiālèfú), meaning “happiness at home”.
This type of adaptation is a key strategy to connect with the local culture without losing the brand identity.
Common mistakes when adapting a brand name
While name adaptation is an effective strategy, it can also go wrong if not done carefully. Some common mistakes include:
- Failing to conduct a meaning and pronunciation study. A name that sounds good in one language may be problematic in another. An analysis within a solid branding strategy is key to avoid mistakes.
- Changing the name too much and losing identity. If the change is too drastic, the brand may become unrecognizable to global consumers.
- Failure to check legal availability. A name may be registered in another country, which can lead to legal conflicts and costly changes.
Therefore, it is essential to perform a professional naming that considers all these factors before making a decision.
Ensure that your brand works in any market.
If your brand has plans for international expansion, don’t leave its name to chance. A mistake in the adaptation of the naming can affect its perception, reduce its impact or even generate legal problems.
At Brand Intelligence we work with brands to develop names that are not only creative and attractive, but also function globally without losing their essence.
If you want to make sure your brand has a name that transcends borders without losing identity, contact us. We will help you build a solid and adaptable naming for any market.