Brand naming. Correctly localize brand and product
Posted: Sun Jan 19, 2025 9:52 am
brand naming linguistic evaluation Studio Tre
At what point in the brand name creation process does the need for a linguistic and cultural assessment come into play and how can the skills of a specialized partner avoid the dreaded epic fail? Let's find out together in this article.
The brand name is the bulk sms portugal communication element that, over the years, will identify the proposal (product, service or company) and differentiate it on the market. It is therefore important that the brand name is created to last and remain consistent over the years, maintaining its relevance and adapting to the extensions of the offer and any uses outside the borders. For this reason, the brand naming activity must never be left to chance, or to simple creative intuition, but must follow a defined process that begins with reflection on the values and identity of the brand , continues with the actual creation activity, passes through the marketing , linguistic and, finally, legal evaluation and ends with the filing of the chosen trademark.
If the marketing evaluation verifies that the names are able to identify the values and characteristics of the brand, reflect its character and correctly position the company, product or service, the linguistic evaluation will establish their possible use in the target markets according to the criteria of ease of pronunciation, absence of negative evocations or possible cultural misunderstandings. The names that have passed these two evaluations will then be subjected to the legal verification that will allow the list to be narrowed down to those that can be deposited and, consequently, protected.
What might be the consequences of choosing a brand name without conducting a linguistic evaluation?
Negative impact on brand reputation: an inappropriate or, worse, offensive brand name in a certain language or culture can cause negative reactions and damage the brand's reputation;
Reduced credibility : A brand name that contains linguistic errors or misunderstandings could lead consumers to doubt the quality or seriousness of the company;
At what point in the brand name creation process does the need for a linguistic and cultural assessment come into play and how can the skills of a specialized partner avoid the dreaded epic fail? Let's find out together in this article.
The brand name is the bulk sms portugal communication element that, over the years, will identify the proposal (product, service or company) and differentiate it on the market. It is therefore important that the brand name is created to last and remain consistent over the years, maintaining its relevance and adapting to the extensions of the offer and any uses outside the borders. For this reason, the brand naming activity must never be left to chance, or to simple creative intuition, but must follow a defined process that begins with reflection on the values and identity of the brand , continues with the actual creation activity, passes through the marketing , linguistic and, finally, legal evaluation and ends with the filing of the chosen trademark.
If the marketing evaluation verifies that the names are able to identify the values and characteristics of the brand, reflect its character and correctly position the company, product or service, the linguistic evaluation will establish their possible use in the target markets according to the criteria of ease of pronunciation, absence of negative evocations or possible cultural misunderstandings. The names that have passed these two evaluations will then be subjected to the legal verification that will allow the list to be narrowed down to those that can be deposited and, consequently, protected.
What might be the consequences of choosing a brand name without conducting a linguistic evaluation?
Negative impact on brand reputation: an inappropriate or, worse, offensive brand name in a certain language or culture can cause negative reactions and damage the brand's reputation;
Reduced credibility : A brand name that contains linguistic errors or misunderstandings could lead consumers to doubt the quality or seriousness of the company;