Launching a brand in a new market —regional or global— opens up enormous opportunities. But it also exposes the brand to a less visible and often underestimated risk: cultural and linguistic nuances. What sounds attractive or aspirational in one language can become confusing, amusing or even offensive in another. And when it comes to naming, the impact is rarely minor: it can compromise reputation, adoption and costs, forcing complex rebranding processes at the most sensitive stage of a launch.
In an increasingly interconnected environment, a brand name is not just a label. It is the first point of contact with the market and a strategic decision-making element: it condenses identity, values and promise. That is why the challenge is no longer simply to “come up with ideas”, but to make informed decisions before execution.
This is where Brand Name Surveys come in:
A specialised research process —also known as brand name testing, brand naming research, international name validation or cross-cultural naming assessment— that rigorously analyses how potential names resonate across different markets, cultures and regions. It is not simply about avoiding translation mistakes: it is about measuring associations, emotions, pronunciation, memorability and reputational risks in order to turn naming into an informed decision.
This series of articles has been co-written with Wei, founder of Wei.Trans.Create and a professional specialising in localisation and multilingual translation. Wei began her career as a freelancer offering English and Chinese translation services and, after ten years of experience in the sector, founded her own agency in 2020, through which she provides multilingual translation solutions to marketing and public relations agencies, law firms and corporate secretarial teams.
Her experience brings a complementary perspective on the linguistic and cultural dimension of international communication. Wei sees translation as a tool for connecting people and making the world a more accessible and welcoming place, and she is committed to responsible communication as a way of helping to reduce discrimination.
This perspective complements the purpose of this series: to explore how brands can make more informed naming decisions when expanding into new markets.
In this series of articles, we will explore step by step:
Historic naming mistakes and what they teach us about risk, reputation and context.
Cultural lessons beyond languageincluding regional and subcultural differences across Europe, Asia and Latin America.
How a Brand Name Survey worksand why it has become an essential decision-making tool before expanding into a new market.
Six practical rules to reduce risks and maximise impact when a brand crosses borders.
Is your brand ready to cross borders?
At LVS2, we help you approach international naming with sound judgement, reducing linguistic, cultural and reputational risks so you can make more informed brand decisions.
Frequently asked questions
What is a Brand Name Survey?
It is a specialised research process that analyses how potential brand names are perceived across different markets, cultures and regions before a naming decision is made.
What aspects does a Brand Name Survey analyse?
It can analyse associations, emotions, pronunciation, memorability and potential reputational risks linked to a brand name.
Why is it important to validate a name before entering a new market?
Because a name that works in one market may cause confusion, ridicule, rejection or unwanted associations in another cultural or linguistic context.
Is a Brand Name Survey only used to identify translation issues?
No. Its purpose goes beyond translation: it allows brands to assess how a name resonates culturally and emotionally and provides information to support more informed naming decisions.
