Want fame? – Pick a Good Name!

What do the fictitious names Fultrottle, LegMitch, and VigDig have in common? Exactly, they wouldn’t resonate well in the German speaking market due to their pronunciation.

What else do you need to be careful of when coining brand or product names?

Benefits of a Multilingual Name Check

Brand Check: navigating the path to success

Services & Solutions

Don’t undermine the values of your brand

Analyzing the brand name from a cultural, linguistic and language point of view is an important part of finding a name for a product. For example, if a product is to be launched worldwide, it is important that this product does not have any negative associations or connotations internationally. It should also be easy to pronounce and sound simple to make it memorable in the respective country. A good brand name helps sell the product, unlike a bad one…

Don't risk your good name

Even before a new name is used, we have your brand checked by expert native speakers for associations, linguistic features, etc. Our native speakers reside in the respective country and are therefore actively involved in changes to their language and culture. We have developed a special checking procedure and have built up the relevant expertise for linguistic assessment over more than 15 years.

The main purpose of the cultural and linguistic brand name analysis is to find out if the name has a negative (swear word, association with war, discrimination, etc.) meaning in another language. Perhaps you are familiar with the slip-ups with the names for the Mitsubishi “Pajero” car or the Nigerian gas company called “Nigaz”. Even a large company like Procter & Gamble did not do itself any favors with the “Vicks” cold ointment and changed this name to “Wick” in German-speaking countries.