The brand name of a product to be launched either directly to foreign markets or globally by means of the internet is particularly important, because the sales process may involve some specific risks. You must be sure that the brand name of your product will have a positive connotation in the target countries. Therefore you will need to know that this name is appropriate for target markets characterized by a variety of languages and cultures. Brand name analysis should be part of your market research and marketing strategy.
Even simple English words used as a brand name or slogan in other markets may cause unintended consequences. They may have a completely different meaning in other languages. The pronunciation of a word or a name can trigger a different perception in another language. It may even be a mockery in a target language. For products to be launched in foreign markets, perceptions about the brand name of the product must be investigated at the initial stage of brand naming. Changing the name after a product is placed on the market can be extremely costly. Therefore, unnecessary risks should not be taken. A short investigation will quickly eliminate possible problems and allow you to look to the future with confidence, as your brand will have been transformed into a positively valued sign in other cultures.