Would you buy a car named Wanker?
Editor's note: John Hoeppner is president of Brand Name Quest LLC. He can be reached at john@brandnamequest.com.
Recently, I posed the question to client working on their first global initiative: "Would you buy a car named Wanker?" While the question stirred some laughs and groans, it highlighted a very real and often overlooked issue in global brand strategy: brand names can go horribly wrong in translation.
A brand name that sounds strong, inventive or clever in one language can mean something entirely inappropriate or offensive in another. For U.S.-based companies expanding internationally, this can present a serious challenge. It raises a crucial question for marketers, strategists and researchers: How do you ensure your brand name performs well across borders?
With 35 years of experience in brand naming, research and strategy, I’ve seen the risks firsthand – and the costly consequences. In this article, we’ll explore how marketing research helps prevent international naming disasters, the core decision companies must make when entering foreign markets (English vs. translation vs. transliteration) and the research tools that support smart, culturally sensitive naming decisions.
The cost of getting it wrong
When Mitsubishi launched Pajero, its tough, off-road SUV, in Spanish-speaking countries, it had to rebrand it to Montero due to the term’s slang meaning: wanker. Clairol’s Mist Stick curling iron flopped in Germany because “mist” translates to manure. Even Pepsi’s memorable slogan “Come alive with the Pepsi generation” caused confusion in China, where it was interpreted as “Pepsi brings your ancestors back from the dead.”
These mistakes aren't just embarrassing – they’re expensive. Rebranding, product recalls, market reintroductions or even the loss of an entire international market can cost millions.
So why do these mistakes happen? Often, it's because the brand name was never tested beyond its original market. There’s a tendency to assume that English works everywhere, or that a strong domestic name will be equally compelling overseas. In reality, that assumption can be the start of a costly misstep.
Three paths for global naming
When taking a brand global, companies must choose one of three core naming strategies:
Universal English name. Many companies opt to keep their English-language name in all markets. This can reinforce a brand's global image and make marketing consistent. Brands like Nike and Apple have succeeded using this approach but it doesn’t always work. In some languages, the pronunciation of an English name can sound awkward – or worse, unintentionally funny or offensive.
Translation. Here, the brand name is translated to convey the original meaning in the local language. For example, Coca-Cola in China originally used a transliteration that meant “bite the wax tadpole.” That was quickly corrected to "Ke Kou Ke Le," meaning “tasty and joyful.” Translation can be powerful when the original name has conceptual meaning but care must be taken to ensure nuance and local idioms are respected.
Transliteration. This strategy involves rendering the name phonetically in another language’s script. It works best when the name has little semantic meaning and is meant to sound distinct. However, it still must be evaluated for unintended meanings. A name that sounds stylish in English may carry unexpected baggage when transliterated into Japanese, Arabic or Russian.
When and where to research
Global naming isn't guesswork – it’s a structured process that must include targeted research at key points:
- Linguistic screening: This first line of defense involves checking the name against multiple languages for problematic sounds, spellings or slang meanings. It should include input from native speakers, not just automated tools.
- Cultural evaluation: Even if a name clears linguistic hurdles, it might still fail due to cultural mismatch. Cultural research assesses whether the brand name fits local sensibilities, brand tone and even the competitive landscape. For example, a name that feels bold in the U.S. might seem arrogant in Japan.
- Trademark screening: Ensuring the name can be legally protected in each market is critical. Without strong trademark clearance, a company could be forced to change names or risk infringement suits.
- Quantitative name testing: Consumer preference research, including quantitative analysis, can validate which names are most appealing and credible in specific markets. It’s especially helpful in markets with multiple viable naming options.
Importance of strategic context
Naming should never occur in a vacuum. It must reflect your brand’s positioning, audience and distribution model. For example, a functional, value-focused product might benefit from a transliterated name that sounds modern and approachable. A premium product, sold online and in high-end boutiques, might do better with an English name that signals exclusivity.
Likewise, distribution channels matter. A name that sounds fine when read online might be confusing or off-putting when spoken aloud by a local salesperson. If your product relies on in-person selling, pronunciation and tone become even more important.
As an example of the above, a U.S. manufacturer of consumer products approached us to create a name for a new antibacterial product to be sold globally. The internal team liked the name “Sterix.” It was short, modern and evoked sterility. However, initial research revealed issues:
- In Brazil, the name resembled slang for a medication taken after overindulgence.
- In Germany, the sound was cold and pharmaceutical – misaligned with the brand’s friendly image.
- In Japan, the "x" ending was viewed as overly aggressive for a household product.
Instead, we helped them explore alternative names, ultimately identifying a globally viable option that scored well in linguistic screening, cultural fit and consumer preference tests.
Larger portfolio strategy
As companies grow internationally, the naming question becomes part of a larger portfolio strategy. Should you have one master brand worldwide or allow regional naming variation? Will your product name always appear alongside the parent brand or must it stand on its own?
These decisions affect how much flexibility you have in naming. In some cases, it’s better to allow local adaptations to maintain cultural resonance. In others, consistency is key to brand recognition and recall. There’s no single rule; it depends on your long-term strategy.
Trademark availability and registration
Even the most perfectly crafted and culturally tuned brand name can fail if it’s not legally available. That’s why trademark clearance is a non-negotiable final step in the naming process.
This involves not just a simple database search but a comprehensive legal review in each target market. In some countries, trademark-squatting is a known issue, where local entities register Western brand names in hopes of selling them back or blocking market entry.
Working with trademark attorneys familiar with international law is essential. It’s also important to assess how your name will appear visually in different scripts such as Cyrillic, Arabic or Chinese characters and whether those visual identities can be protected.
Filing for trademarks early in the process, even before launch, can prevent costly litigation and ensure smooth entry into new markets.
A name that travels well
Going global doesn’t mean gambling with your brand name. With smart research, cultural insight and legal foresight, your name can resonate across markets without losing meaning – or gaining the wrong one. So next time you’re tempted to skip the research or assume your domestic name will work everywhere, remember: Nobody wants to buy a car called Wanker. With careful planning and the right research, your brand name can go everywhere your business dreams of going – and be welcomed when it gets there.