Global Naming is a Different Beast
Multiple countries make it hard to tame
Face the Challenge Head-On
Global naming is a unique animal. To take it on, you need a plan of attack.
Global Naming Strategy
Consider establishing a consistent multinational naming strategy. According to the article, Research on Global Advertising Standardization and Global Brand Consistency (Atlantis-Press, Tingyan Song, University of Southampton, Southampton, UK), this has been shown to bring higher growth, cost savings and competitive advantage.
List of target countries
If you choose to use the same name in all countries, will English work for all? If you are in a scientific or technology field, an English name may be universally acceptable. Coined (made-up) names may also be a good option if all countries’ languages have similar origins and use comparable letter sets.
List of languages
In Canada, if you will be targeting all provinces including Quebec, you may need a name that works in French as well as English. For China, you made need Mandarin and Cantonese.
You will probably need linguistic screenings for your key countries/languages to avoid a faux pas. Remember Spanish in Peru may be quite different than Spanish in Spain. Linguistic screenings take that into consideration.
Necessary trademark protection
Do you need trademark protection in every country, or would a multinational registry suffice?
Consider options like:
- European Union Intellectual Property Office registry coverage
- World Intellectual Property Organization (WIPO) registry
Cross-Country Naming Strategies
If you choose the one-name-for-all countries approach, you need to think about different styles of names. For European countries, a Latin or Greek derived name may be suitable. For other countries, names may need to avoid certain letters.
Maybe you cannot find one name that works across all countries. Perhaps other options make sense, like phono-semantic matching (e.g., Coca-Cola in China).
Trademark and linguistic difficulties may mean a coined (made-up) name is more appropriate. You may want to avoid real words or short names because they are less likely to clear a multi-country legal screening.
And don’t forget the other considerations. Company, product and service names each have their own unique characteristics. We can help you tame the global naming beast.
Global Naming Tradeoffs
Set clear priorities
Listen to our podcast on how to set reasonable expectations for global naming efforts. It can be a balance between naming style vs trademark feasibility.
Mirra
Herman Miller Mirra chairs are sold worldwide. A name that spans many countries.
GORE
GORE OPTIFADE Concealment is designed for hunting different prey in different environments, like open country vs forest, around the world.
Maverick
The Cirrus Logic Maverick chip was championed by engineers and designers in Asia and other parts of the world.
Xanterra
Amfac Resorts needed a name that could work as they extended their footprint beyond the U.S. into Europe, South America and Asia.
Tame the Beast
Wrestling with a global branding project can be overwhelming. Maybe we can help?
Logo Design and a Brand Usage..
Brand Naming Architecture
Linguistic Screening
Name Testing
Our Naming Process
Taglines
Importance of Trademarking
Company Name
Product Naming
Glowing Reviews
The NameStormers team has a broad set of backgrounds, allowing them to draw from a lot of experience.
When it comes to creating a name in a logical way, NameStormers is the best.
Their flexibility and professionalism set them apart from other vendors.
Their ability to do consumer testing and give us that insight into what consumers think.
Let us run with your project
Ready to go?
Together, we will get you across the finish line.
Our portfolio tells the real story
Woodway
Leading Global Consulting Firm
McAfee
Ansys
Graco Naming Architecture
Work Together
Brighter Vision
Tapestry Collection by Hilton
Virbac Benevana
PureBalance
Burt’s Bees All Aglow
Burt’s Bees Rapid Rescue
RidgeCut
Maurices Goldie Blues
Maurices Evsie
