Brand Name Surveys: Ensuring Peace of Mind When Launching a Brand in New Markets

Launching a brand in a new market or markets regionally or globally provides immeasurable growth benefits, but at the same time, it also presents a minefield of potential pitfalls, especially when one is a noob in a new hood, or shall we say more traditionally, a fish out of water.

The challenges are aplenty especially when it comes to a company’s brand name. What sounds perfect in one language or culture can be disastrously wrong in another, leading to costly rebrands, consumer confusion or even outright offense, requiring money and effort to rectify. This is precisely where brand name surveys can come in to support.

Whilst commonly known as a brand name survey, this essential market research service is also known by various names, including brand name testing, brand naming research, market research for brand names, brand linguistics research, global brand name validation, and cross-cultural name assessment. Regardless of what it is called, they all refer to the same critical process: meticulously evaluating potential brand names to ensure that they resonate positively and appropriately with your target audience in these new markets.

The High Cost of a Brand Name Fail IN NEW MArKETS: Lessons from History

Ignoring the importance of thorough brand name research can lead to some truly spectacular, and expensive, missteps. Here are a few classic examples of brand name fails when companies launched into new markets without adequate cultural and linguistic checks:

1. Mistranslations and Literal Errors

When slogans or names are translated too literally, the result can be humorous at best and disastrous at worst.

KFC’s “Finger-Lickin’ Good” (China): When KFC first launched in China, their iconic slogan was mistranslated as “Eat Your Fingers Off.” While amusing in hindsight, it failed to convey the appetizing message intended. The mistake required immediate correction to avoid damaging the brand’s reputation.

A brand name survey including linguistic validation would have flagged the mistranslation before launch, ensuring the slogan aligned with local meaning and tone.

Procter & Gamble’s “Mist Stick” (Germany): P&G launched a curling iron under the name “Mist Stick.” While “mist” in English suggests a fine spray, in German slang “Mist” means “manure” or “dung.” Unsurprisingly, promoting a “Dung Stick” did not appeal to consumers, and the brand had to adjust quickly.

A cross-cultural naming assessment would have revealed the negative slang association in German, allowing P&G to adapt the product name in advance.

Electrolux (English-speaking markets): Electrolux promoted its vacuum cleaner in English-speaking markets with the tagline “Nothing sucks like an Electrolux.” The phrase ignored the slang meaning of “sucks,” which conveyed negativity rather than product strength, undermining the effectiveness of the campaign.

Consumer perception testing, a core part of brand name surveys, would have highlighted the unintended double meaning, preventing a costly misstep in communication.

2. Unfortunate Meanings in Local Languages

Even without translation, a brand name may carry unintended and often embarrassing meanings in another language.

Chevy Nova (Latin America): Chevrolet introduced the Nova in Spanish-speaking markets, unaware that “no va” literally translates to “doesn’t go.” While the car itself performed well, the name created the impression of poor performance, a serious marketing obstacle.

Market research on linguistic resonance would have immediately uncovered the phrase’s connotation, steering the brand toward an alternative name.

Mitsubishi Pajero (Spanish-speaking countries): Mitsubishi’s SUV name “Pajero” caused significant issues in Spanish, where the word is a vulgar slang term. To avoid cultural offense, the company rebranded it as the Montero, which was much better received.

A targeted brand name survey in Spanish-speaking markets would have surfaced this risk early, saving time, money, and reputation.

Nissan Moco (Japan/Spanish-speaking countries): Nissan’s compact car “Moco” sold well in Japan. However, in Spanish, “moco” means “snot.” The name was never viable in Spanish-speaking markets, forcing Nissan to abandon plans for broader rollout.

Cross-market validation would have identified the conflict, allowing Nissan to plan a naming alternative before international expansion.

Mazda Laputa (Japan/Spanish-speaking countries): Mazda named a mini SUV “Laputa,” inspired by Jonathan Swift’s Gulliver’s Travels. Unfortunately, in Spanish the phrase sounds like “la puta,” meaning “the prostitute.” Although the car succeeded in Japan, the name made it nearly impossible to export to Spanish-speaking countries.

A cross-cultural assessment could have highlighted the issue, ensuring export plans were not compromised by linguistic barriers.

3. False Friends – When Familiar Words Backfire

A third type of mistake that many companies make, often when trying to save money or by handling the process internally, is the misuse of false friends — words that look or sound familiar across languages but carry completely different meanings.

Gerber (France): The baby food brand Gerber had no issues in the U.S., but in French, “gerber” is slang for “to vomit.” Not the ideal association for a product aimed at infants.

Puffs (Germany): In the U.S., Puffs tissues are a household name. In German, however, “Puff” is colloquial for a brothel. Needless to say, that association made the brand unsuitable without adaptation.

Ford Pinto (Brazil): The Pinto model encountered difficulties in Brazil, where “pinto” is slang for a small male organ. While the car itself was fine, the name carried unintended humour and was seen as inappropriate.

Mist (Germany): Although already mentioned in the “Mist Stick” example, it is a classic example that deserves another mention. In English, “mist” suggests something light and fresh; in German, “Mist” means manure.

These cases highlight a key point: false friends are particularly dangerous because they initially feel “safe” or familiar, tricking companies into believing they’ve chosen a strong name. A thorough brand name survey would have flagged these issues before launch, avoiding costly mistakes.

4. Cultural Overlaps and Reputation Risks

Sometimes a brand name unintentionally overlaps with existing cultural products or taboos in a local market, leading to reputational challenges.

Colgate Cue (France): Colgate launched a toothpaste under the brand name “Cue” in France. The problem? “Cue” was also the name of a well-known pornographic magazine. This overlap created confusion and reputational risk, undermining the brand’s credibility in the market.

Brand name surveys include cultural audits that would have uncovered the overlap with existing media, preventing reputational risk.

Audi e-tron (France): Audi launched its electric vehicle line under the name “e-tron.” In French, “étron” translates to “excrement.” Despite the negative association, Audi chose to keep the name, turning it into a well-known case study of brand risk management and the challenges of balancing global consistency with local sensitivity.

A brand name survey would have highlighted the negative meaning, giving Audi the data needed to either adapt the name locally or prepare a strong communication strategy to manage the risk.

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You can read about more of such branding fails in this Campaign Asia article.

These examples underscore a crucial point: a brand name is more than just a label; it is a direct communication with your audience. A misstep can damage reputation, hinder adoption and necessitate costly rebranding efforts.

Many global brands understand this and are marketing the same products under different names in different markets.

In the next article we will explore why the problem is not just one of language differences. Even within the same country and language, a name can have different meaning across regions, generations and subcultures.

If you are looking to conduct brand name surveys in Europe and Asia regions, reach out to us for a chat.

Contributors: This article is co-written through the joint efforts of Lau Wei Tsinn (Wei.Trans.Create Translations, Singapore) and Stéphanie Haye (LVS2, Spain).