Entering international markets involves many different factors. At launch, the focus is usually on making sure the product is ready, the strategy is in place, and the right market has been selected. But what can you do if you discover that your product name means something completely different in one of the target languages from what you originally intended?
This happens quite frequently, simply because the process often leaves out checking product names. This simple step doesn’t seem critically important until the target market encounters the product.
Yet a name does more than just identify. It carries meaning, creates a mood, and is part of the first impression. Don’t forget: This cannot be handled with simple translation alone. The product name is a lot more than just words: it is one of the most important decisions you have to make. You have to understand how it functions in the target language:
- Can it be pronounced naturally?
- Does it have any unintended meanings?
- Does it fit the local communication style?
If it is in the right hands and country-specific resources are available, this is a simple process. It is also not expensive, so it’s not worth glossing over.
However, if the product name can be misunderstood or sounds odd or even funny, that can ruin everything. Fixing it afterwards is always more difficult and more costly. Not to mention the loss of trust you suffer.
Experience shows that this step usually becomes urgent when it is already too late. When the name has already been launched and the market reacts badly to it.
At Hunnect, this is why we do not treat it as a separate task, but as a cornerstone of localization. A well-structured localization process not only translates your text but also filters out the associated risks. Not because every name is problematic, but because it isn’t worth the risk!
Because a product name does not just name a product, it also positions it.
So play it safe! A good translation is not just a matter of exchanging the words of one language for another. Contact us if you are preparing to export products, and we will discuss your translation needs together!
