Coming up with the perfect name for a brand takes a lot of work. Whether you’re launching a new product or rebranding an existing one, marketers often spend months analyzing data, conducting interviews, and carrying out research to find the best name to set themselves apart from competitors.
Name Your Brand with a Global Audience in Mind
Five tips for positioning yourself in international markets.
September 10, 2020
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Summary.
As you look to expand your business into international markets, what can you do to ensure you select a brand name that resonates with your global customers? Here are five strategies to help marketers develop a global-ready brand name. First, consider the brand’s expected shelf life to determine how big an investment you want to make in the name. Next, gather input from international customers to shed light on any language- or culture-specific connotations. Third, conduct online research to determine the SEO landscape for your top names. Fourth, ensure your legal bases are covered. Finally, circle back to your customers — an iterative approach is the only way to ensure that the name you settle on is your best possible option.
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New!
HBR Learning
HBR Learning
Global Collaboration Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Global Collaboration. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to overcome barriers when working globally.