Translating Brand Name Challenges

By on Sep 10, 2009 in international naming, naming strategy, naming tips, translating names

While translating a brand name may make sense in some cases, most of our clients prefer to use the English spelling wherever possible.  This simplifies the brand building challenge, allowing them to put all of their budget behind building a single brand, versus building what might turn out to be a different brand in each country.

This strategy works especially well in many categories where global consumers are used to and actually prefer true English brand names to their translated counterparts.  Click here for a quick 90 second video illustrating one of the challenges a translated name could have created for CarMax in Mexico.

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