Lexicon’s
GlobalTalk® evaluation
is a proprietary system for evaluating potential brand names in
non-English languages. A GlobalTalk evaluation will help you choose
an effective global brand by discovering potential assets or liabilities
before a name becomes a trademark.
See a recent BusinessWeek article
on GlobalTalk.
A GlobalTalk
evaluation goes beyond simply identifying inappropriate connotations.
Lexicon’s GlobalTalk evaluation also identifies a name’s
strength and ability to convey key messages that will contribute
to the brand succeeding in the global marketplace.
The following brand names were evaluated with the GlobalTalk program
and were found to perform well in foreign markets: Blackberry,
Research in Motion; Zire and Tungsten,
palmOne; Scion, Toyota; Veos,
Sears; Evista, Eli Lilly; essure,
Conceptus; Type 1 and Slates,
Levi’s; WeatherEdge, Eddie Bauer;
InDesign, Adobe; LifeBook,
Fujitsu; and Dryel, Procter & Gamble.
Several key
points differentiating Lexicon’s GlobalTalk evaluation from
other evaluation services are:
A comprehensive battery of questions designed by Dr. Will Leben,
Professor of Linguistics at Stanford University, is delivered to
our global network of academic linguists in their native countries.
All speakers that evaluate each brand name are located within their
native country to ensure that all associations are relevant and
current.
From vantage points within their cultures, multiple interactive
teams of three or more native speakers, discuss and evaluate each
brand name candidate, and develop an evaluation that is more dynamic
and linguistically rich than a review by one or two independent
native speakers.
Each team of speakers is led by a PhD linguist within each country
to ensure that a methodical analysis is conducted. Teams provide
a comprehensive evaluation of linguistic strengths and weaknesses
of each brand name candidate. The GlobalTalk linguists network has,
over the past two decades, created a high level of assurance that
each evaluation is a thorough and robust analysis.
Lexicon's U.S. linguistic team, including branding experts and PhD
linguists, processes the information and creates a comprehensive
report on the potential linguistic assets and liabilities of each
name in each of the targeted languages or dialects.
Every GlobalTalk evaluation reveals the following facts about a
name candidate:
Meaning
- The level of understanding of English word parts.
- The meaning of the brand name candidate, if any, to native speakers.
- Any obscene or inappropriate connotations.
- Closely similar native words, phrases, and trademarks.
- Likely associations and familiar English loan words.
Pronunciation
- The degree to which the name sounds foreign, and aesthetic reactions
to its sound.
- The ease or difficulty with which native speakers pronounce the
name.
- The likelihood that speakers will approximate the English pronunciation.
- Likely spelling problems.
Cultural
Insight
- Likely behavioral reaction to a product within society
- Attitudes towards globalization vs. localization
- Impact of foreign-sounding names denoting a higher or lower status
- Current cultural, political, or religious sensitivities towards
product
- Traits that consumers value within culture
- Cultural significance of colors, numbers, and dates
- Existence of anti-American sentiment
- Cultural or religious events effecting launch of product
A GlobalTalk evaluation can be executed in any combination of world
languages consistent with a marketing plan. For more information
regarding GlobalTalk evaluations, please contact:
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