Imagine that you have created a brilliant name for your brand. It sounds good, it’s easy to remember and it has a powerful story behind it.
But there’s a problem: when you try to expand to other markets, you discover that in another language it sounds strange, has negative connotations, or worse yet, is already registered by another company.
Yes, the dream of the perfect naming can turn into a nightmare if it is not done right from the beginning.
In a world where brands no longer have borders, creating a name with international potential It is a strategic challenge that requires knowledge, research and, above all, a good dose of foresight.
Here’s how to make sure your brand name not only works in your country, but around the world.
The challenge of global naming: beyond creativity
Choosing an attractive name is not enough. a good naming professional It must meet three fundamental requirements to be viable internationally:
It must be understandable and easy to pronounce in different languages.
Do you remember the case of Mitsubishi Pajero in Spanish-speaking countries? A classic example of how a name can cause problems when it doesn’t fit culturally.
It should not have negative or unfortunate connotations in other countries.
Pepsi was launched in China with the slogan “Pepsi brings you back to life”, but its Mandarin translation literally meant “Pepsi brings your ancestors back from the grave”. Not exactly the most appealing message for a refreshing drink.
It must be legally available in key markets.
There’s nothing more frustrating than finding the perfect name and discovering it’s already registered in another country. Legal trademark leaks They are an essential step to avoid lawsuits and legal problems.
For this reason, many companies resort to a naming consulting specialized to ensure that your name is not only attractive, but also globally viable.
Multilingual naming: how to avoid mistakes and connect with each market
a good international naming It must transcend linguistic and cultural barriers. But how to achieve it?
One of the most effective methods is to submit the name to linguistic and cultural leaks, where native experts analyze how it sounds and what it means in each key language.
A common mistake is to literally translate the name without considering cultural nuances. Think of brands like Coca-cola, who adapted their name to Chinese characters with a similar sound and a positive meaning (Coca-Cola, que significa “tasty and happy”).
If you want to delve deeper into how to avoid linguistic disasters, we recommend reading this article on common mistakes in naming, where we explain real cases and how to prevent them.
The power of sound in an international name
No matter the language: phonetics plays a key role in the perception of a brand. A name with a phonetic structure that is easy to pronounce globally is much more likely to be successful.
Technology brands usually opt for short, open-sounding names, such as Google, TikTok or Tesla, which work well in any language. On the other hand, in sectors such as fashion or cosmetics, names with a certain phonetic sophistication are sought, such as Chanel or Estée Lauder.
If you are in the process of brand name creation, ask yourself:
- Is it easy to pronounce in different languages?
- Do you avoid complicated or confusing sounds?
- Does it have an engaging and memorable beat?
a good verbal branding It not only focuses on the meaning of words, but also how they sound and how they are perceived emotionally.
Adapt without losing the essence: the art of international rebranding
Sometimes a brand that works in one country needs to adjust its name when expanding globally. This is the case of Burger King, which operates as Hungry Jack’s in Australia due to legal problems with the original name.
Strategic rebranding may be the best option if a name doesn’t fit a new market. However, this process must be done carefully so as not to lose the brand identity. A successful example is Dove, which in Italy is called “Dove”, but in Spain and Latin America it maintains its name in English because it is perceived as premium cosmetics.
If your brand plans to expand, it is key to evaluate if your international naming strategy needs adjustments without losing its essence.
How to ensure your name is globally viable?
If you want your name to be successful beyond your borders, here are some key steps:
- Do a linguistic and cultural study to make sure the name doesn’t have negative connotations in other languages.
- Perform a legal filter to verify its availability in target markets.
- Evaluate phonetics and overall pronunciation to ensure it is easy to remember.
- Consider the perception of the name in different cultures. Does it sound premium, innovative, accessible?
If you want to develop a naming professional that works all over the world, contact us without obligation.
In Brand Intelligence we help you create names that are not only creative, but strategically sound for the global market.