In the world of naming professional, ensuring that a name is viable and effective is not just a matter of creativity. Selecting a name involves complying with legal, linguistic and cultural requirements to avoid problems that could compromise the future of the brand.
The legal and linguistic leaks They are fundamental stages in this process, and at Brand Intelligence we have vast experience in the matter.
Below, we show you the essential strategies and key learnings for carrying out successful filtering.
The importance of legal leaks in naming
A memorable and attractive name loses all its value if it does not pass the necessary legal tests. He legal filtering on brand names guarantees that the name is registrable and does not infringe third party rights.
This step is essential to avoid legal conflicts that could result in costly litigation, product withdrawal from the market or even loss of reputation.
The process begins with an exhaustive search of international trademark databases. Here, it is essential to have reliable tools and experts in industrial property interpret the results appropriately.
For example, names that appear unique in one language may be registered in other key markets, limiting their use.
According to the Spanish Patent and Trademark Office (OEPM), approximately 20% of trademark applications are rejected due to conflicts with previous records. Therefore, it is vital to carry out these analyzes from the early stages of the project.
One of the most important lessons is that, even if a name passes the first filters, it is advisable to carry out second and third level filtrations to ensure total viability before launching the brand on the market.
Strategies for effective linguistic filtering
Language is a direct reflection of culture, and what works in one country may have negative or confusing connotations in another. A clear example of this is names that, when pronounced in another language, sound similar to offensive or inappropriate words.
He linguistic filtering focuses on analyzing the pronunciation, meaning and cultural associations of a name in target markets.
A well-known case was that of the Mitsubishi Pajero car, whose name had to be changed in Spanish-speaking markets due to its offensive connotation. This example highlights the importance of working with native linguists who understand not only the language, but also the cultural subtleties.
Among the key strategies is evaluating the phonetic impact of the name, ensuring it is easy to pronounce and remember in all markets. The emotional associations that the name may evoke should also be considered, as these play a crucial role in the perception of the brand.
For example, names with soft and harmonious sounds tend to be more attractive in sectors related to well-being or sustainability.
Integration of both filters: the holistic approach
Although the legal and linguistic leaks are approached from different perspectives, both must be integrated into a unified strategy to ensure the viability of the name.
- This integration involves coordinating teams of legal experts and linguists from the beginning of the process.
- For example, a name that passes linguistic filters in one market may face legal restrictions in another. Fluid communication between both teams allows these possible conflicts to be detected in time.
- Furthermore, advanced digital tools have facilitated this integration, offering simultaneous analyzes of the legal and linguistic dimensions. This not only saves time but also improves the accuracy of the results.
From Brand Intelligence, we have learned that involving the right experts at every stage of the process is essential. Have a diverse team, including professionals from different cultures and industries, enriches the analysis and reduces the possibilities of error.
Some learnings
Throughout our experience, we have worked on projects that highlight the importance of good filtration. In one of them, an international technology brand chose a name that worked perfectly in its native language, but had a completely inappropriate meaning in several Asian markets.
Thanks to timely linguistic filtering, a launch that would have been a certain failure was avoided.
On the other hand, we have observed how startups often underestimate the impact of legal conflicts, launching names that they are subsequently forced to change.
Not only does this create additional expenses, but it can also affect brand perception. The lesson here is clear: filtering is not a luxury, but an investment that protects the future of your business.
How to ensure a successful process
The success in legal and linguistic leaks It depends on a combination of strategy, experience and tools. It is essential to start with a thorough investigation of market expectations and applicable legal regulations.
Having updated databases and native collaborators in the target markets makes the difference.
Additionally, flexibility is key. If a name doesn’t make it past the initial filters, it’s important to be prepared to adapt and explore new options. In this sense, a naming consulting as Brand Intelligence offers the advantage of a structured and agile approach, where each stage of the process is designed to minimize risks and maximize opportunities.
Finally, remember that your brand name is more than a word. It is the ambassador of your values, your identity and your purpose.
Thorough filtering ensures that name is free of obstacles and ready to succeed in any market. If you need advice in this area, do not hesitate to contact us.