Linguistic Evaluation

The global, multilingual-oriented approach is a matter of course in every naming project. Therefore, our team includes linguists and colleagues whose native languages are among the world’s most important. International pronunciation, negative connotations, and cultural acceptance are critical decision factors at all times during the naming process.

In addition, we have developed a name test for linguistic evaluation for testing the name candidates in the relevant target markets. The name is evaluated by native speakers in the area in which the language is spoken. They evaluate the name ideas with regard to pronunciation, meaning, and associations. Moreover, acceptance and ability to protect (as a trademark) are questioned. This approach gives information on the chances of a possible brand name, because language and subculture are constantly developing in the target countries.

Through the linguistic evaluation, an objective judgment concerning the usability of the name in the relevant language area arises. A detailed written report with actionable recommendations is presented for your consideration at the end of the linguistic evaluation.

Languages of the World

A world language is characterized by a large number of native speakers and that many non-native speakers also know the language as a foreign language.

  • English (480 m speakers)
  • Spanish (320 m speakers)
  • Russian (285 m speakers)
  • French (265 m speakers)
  • Arabic (221 m speakers)
  • Portuguese (188 m speakers)
  • German (109 m speakers)
According to the number of native speakers, the key languages are:
  • Standardized Chinese (878 m speakers)
  • Hindi (187 m speakers)
  • Bengalese (171 m speakers)
  • Japanese (122 m speakers)