{"id":103656,"date":"2026-08-21T09:00:33","date_gmt":"2026-08-21T07:00:33","guid":{"rendered":"https:\/\/lvs2.es\/?p=103656"},"modified":"2026-09-17T10:12:43","modified_gmt":"2026-09-17T08:12:43","slug":"surveys-names-brand-naming-international","status":"publish","type":"post","link":"https:\/\/lvs2.es\/en\/surveys-names-brand-naming-international\/","title":{"rendered":"Brand name surveys: sound judgement when launching a brand in new markets"},"content":{"rendered":"<style>.lvs2-article{--lvs2-blue:#006CFF;--lvs2-turquoise:#0CB4CE;--lvs2-yellow:#FDBE35;--lvs2-dark:#26323A;--lvs2-text:#5F6870;--lvs2-light-blue:#EEF7FF;--lvs2-light-turquoise:#ECFAFC;--lvs2-light-yellow:#FFF8E5;--lvs2-border:#DCE8EC;max-width:1180px;margin:0 auto;color:var(--lvs2-text);font-size:17px;line-height:1.6;}.lvs2-article *{box-sizing:border-box;}.lvs2-article p{margin:0 0 13px;font-size:inherit;line-height:inherit;}.lvs2-article h2{margin:42px 0 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margin-top:30px;\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-contact-faq-grid{\n  display:grid;\n  grid-template-columns:minmax(0,.92fr) minmax(390px,1.08fr);\n  gap:34px;\n  align-items:start;\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-contact-form{\n  margin:0;\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-faq{\n  margin:0;\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-faq h2{\n  margin:0 0 16px;\n  color:#FFFFFF;\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-faq h2::after{\n  background:var(--lvs2-yellow);\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-faq details{\n  background:#FFFFFF;\n}\n.lvs2-continue.lvs2-contact-faq-only .lvs2-faq details p{\n  color:var(--lvs2-text);\n}<\/p>\n<p>@media (max-width:980px){\n  .lvs2-continue.lvs2-contact-faq-only .lvs2-contact-faq-grid{\n    grid-template-columns:1fr;\n    gap:30px;\n  }\n}\n<\/style>\n<div class=\"lvs2-article\">\n\n<p>Launching a brand in a new market \u2014regional or global\u2014 opens up enormous opportunities. But it also exposes companies to a less visible and often underestimated risk: cultural and linguistic nuances. What sounds attractive or aspirational in one language can become confusing, ridiculous 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 rebrands at the most sensitive moment of a launch.<\/p>\n<p>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 \u201ccome up with ideas\u201d, but to <strong>make informed decisions<\/strong> before execution.<\/p>\n<section class=\"lvs2-nanako-view\">\n<h2><span class=\"ez-toc-section\" id=\"This_is_where_Brand_Name_Surveys_come_in\"><\/span>This is where Brand Name Surveys come in:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A specialised research process \u2014also known as <em>brand name testing, brand naming research, international name validation<\/em> or <em>cross-cultural naming assessment<\/em>\u2014 that rigorously analyses how potential names resonate across different markets, cultures and regions. It is not only about avoiding translation mistakes: it is about measuring associations, emotions, pronunciation, memorability and reputational risks in order to turn naming into an informed decision.<\/p>\n<\/section>\n<section class=\"lvs2-about\">This series of articles has been co-written with Wei, a collaborator and professional specialised in localisation and multilingual translation. Wei began her career as a freelancer providing English and Chinese translation services and, after ten years of experience in the sector, founded her own agency in 2020, from which she provides multilingual translation solutions to marketing and public relations agencies, law firms and corporate secretariats.<\/p>\n<p>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.<\/p>\n<p>This perspective complements the aim of this series: to analyse how brands can make more informed naming decisions when expanding into new markets.<\/p>\n<\/section>\n<section class=\"lvs2-framework\">\n<h2><span class=\"ez-toc-section\" id=\"In_this_series_of_articles_we_will_explore_step_by_step\"><\/span>In this series of articles, we will explore, step by step:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"lvs2-card-grid\">\n<article class=\"lvs2-card\"><span class=\"lvs2-card-number\">01<\/span><strong>Historical naming mistakes<\/strong> and what they teach us about risk, reputation and context.<\/p>\n<\/article>\n<article class=\"lvs2-card\"><span class=\"lvs2-card-number\">02<\/span><strong>Cultural lessons beyond language<\/strong>including regional and subcultural differences across Europe, Asia and Latin America.<\/p>\n<\/article>\n<article class=\"lvs2-card\"><span class=\"lvs2-card-number\">03<\/span><strong>How a Brand Name Survey works<\/strong> and why it has become an essential decision-making tool before expanding.<\/p>\n<\/article>\n<article class=\"lvs2-card\"><span class=\"lvs2-card-number\">04<\/span><strong>Six practical rules<\/strong> to reduce risks and maximise impact when a brand crosses borders.<\/p>\n<\/article>\n<\/div>\n<\/section>\n<section class=\"lvs2-continue lvs2-cta-only\">\n<div class=\"lvs2-continue-copy\">\n<h2><span class=\"ez-toc-section\" id=\"Is_your_brand_ready_to_cross_borders\"><\/span>Is your brand ready to cross borders?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At LVS2, we help you approach international naming with greater judgement, reducing linguistic, cultural and reputational risks so you can make more informed brand decisions.<\/p>\n<\/p><\/div>\n<\/section>\n<section class=\"lvs2-continue lvs2-contact-faq-only\">\n<div class=\"lvs2-contact-faq-grid\">\n<div class=\"lvs2-continue-side\">\n<div class=\"lvs2-contact-form\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f104168-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"104168\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/en\/wp-json\/wp\/v2\/posts\/103656#wpcf7-f104168-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"104168\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.7\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f104168-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/><input type=\"hidden\" name=\"_wpcf7_recaptcha_response\" value=\"\" \/>\n<\/fieldset>\n<div class=\"wpcf7-inline-wrapper\">\n\t<p class=\"wpcf7-inline-field\"><span class=\"wpcf7-form-control-wrap\" data-name=\"Nombre\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"First Name\" value=\"\" type=\"text\" name=\"Nombre\" \/><\/span>\n\t<\/p>\n\t<p class=\"wpcf7-inline-field\"><span class=\"wpcf7-form-control-wrap\" data-name=\"Apellido\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Last Name\" value=\"\" type=\"text\" name=\"Apellido\" \/><\/span>\n\t<\/p>\n<\/div>\n<div class=\"wpcf7-inline-wrapper\">\n\t<p class=\"wpcf7-inline-field\"><span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span>\n\t<\/p>\n\t<p class=\"wpcf7-inline-field\"><span class=\"wpcf7-form-control-wrap\" data-name=\"your-telephone\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required form-fluid\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Phone\" value=\"\" type=\"text\" name=\"your-telephone\" \/><\/span>\n\t<\/p>\n<\/div>\n<p class=\"wpcf7-inline-field\"><span class=\"wpcf7-form-control-wrap\" data-name=\"Empresa\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required form-fluid\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Company\" value=\"\" type=\"text\" name=\"Empresa\" \/><\/span>\n<\/p>\n<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-message\"><textarea cols=\"40\" rows=\"8\" maxlength=\"2000\" class=\"wpcf7-form-control wpcf7-textarea\" aria-invalid=\"false\" placeholder=\"Tell us about your enquiry and how we can help you\" name=\"your-message\"><\/textarea><\/span>\n<\/p>\n<p><span class=\"wpcf7-form-control-wrap\" data-name=\"acceptance-350\"><span class=\"wpcf7-form-control wpcf7-acceptance\"><span class=\"wpcf7-list-item\"><label><input type=\"checkbox\" name=\"acceptance-350\" value=\"1\" aria-invalid=\"false\" \/><span class=\"wpcf7-list-item-label\"><span id=\"acept_top\"> <span style=\"font-size: 11px\">By checking this box, you expressly consent to LVS2 processing your personal data for the purpose of responding to your request. You may withdraw your consent at any time and exercise your rights of access, rectification, erasure and any other rights recognised under applicable legislation. - <a href=\"https:\/\/lvs2.es\/en\/privacy-policy\/\"> + Information<\/a>.<\/span><\/span><\/label><\/span><\/span><\/span>\n<\/p>\n<p><span class=\"wpcf7-form-control-wrap\" data-name=\"acceptance-350\"><span class=\"wpcf7-form-control wpcf7-acceptance optional\"><span class=\"wpcf7-list-item\"><label><input type=\"checkbox\" name=\"acceptance-350\" value=\"1\" aria-invalid=\"false\" \/><span class=\"wpcf7-list-item-label\"><span id=\"acept_top\"> <span style=\"font-size: 11px\">By checking this box, you expressly consent to receiving commercial communications from LVS2. You may withdraw your consent at any time and exercise your rights of access, rectification, erasure and any other rights recognised under applicable legislation. - <a href=\"https:\/\/lvs2.es\/en\/privacy-policy\/\"> + Information<\/a>.<\/span><\/span><\/label><\/span><\/span><\/span>\n<\/p>\n<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn-accent btn-circle\" type=\"submit\" value=\"Send\" \/>\n<\/p>\n<p><span style=\"font-color: #777777; font-weight: 400; font-size: 10px\"><br \/>\n<strong>Data Controller: El Loco Vendiendo Sabidur\u00eda S.L. (LVS2)<\/strong><br \/>\nContact details: dpo@lvs2.es \/ 910164155<br \/>\nPurposes: Responding to requests; Understanding user behaviour; Complying with legal obligations; Protecting and exercising our rights; Responding to claims; Sending commercial communications where applicable; Sending news or newsletters where applicable.<br \/>\nLegal basis: Consent of the data subject, compliance with legal obligations, protection of your image and your business.<br \/>\nRights: Access; Rectification; Erasure; Restriction of processing; Objection; Data portability, where technically possible; The right not to be subject to a decision based solely on automated processing.<br \/>\nRecipients: Data will not be disclosed to third parties and no international transfers will be made.<br \/>\nTo exercise your rights, please contact dpo@lvs2.es. You may lodge a complaint with the competent Supervisory Authority if you believe your rights have been infringed. You can find additional and detailed information in our <a href=\"https:\/\/lvs2.es\/en\/privacy-policy\/\">\u201cPrivacy Policy\u201d.<\/a><\/span>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div><\/div>\n<section class=\"lvs2-faq\">\n<h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>Frequently asked questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<details>\n<summary>What is a Brand Name Survey?<\/summary>\n<p>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.<\/p>\n<\/details>\n<details>\n<summary>What aspects does a Brand Name Survey analyse?<\/summary>\n<p>It can analyse associations, emotions, pronunciation, memorability and potential reputational risks linked to a brand name.<\/p>\n<\/details>\n<details>\n<summary>Why is it important to validate a name before entering a new market?<\/summary>\n<p>Because a name that works in one market may generate confusion, ridicule, rejection or unwanted associations in another cultural or linguistic context.<\/p>\n<\/details>\n<details>\n<summary>Is a Brand Name Survey only used to identify translation problems?<\/summary>\n<p>No. Its purpose goes beyond translation: it makes it possible to assess how a name resonates culturally and emotionally and to provide information for more informed naming decisions.<\/p>\n<\/details>\n<\/section><\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Launching a brand in a new market \u2014regional or global\u2014 opens up enormous opportunities. But it also exposes companies to a less visible and often underestimated risk: cultural and linguistic&#8230;<\/p>\n","protected":false},"author":1,"featured_media":103956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404,556],"tags":[418,423,517,518,519,520],"class_list":["post-103656","post","type-post","status-publish","format-standard","has-post-thumbnail","category-strategic-thinking","category-internacionalisation","tag-international-naming","tag-brand-name-surveys","tag-adaptacion-cultural-y-riesgo-reputacional","tag-branding-internacional","tag-internacionalizacion","tag-validacion-de-nombres-de-marca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand name surveys: how to validate an international brand name<\/title>\n<meta name=\"description\" content=\"How to validate a brand name before 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