Neimik It is an expert agency in creating brand names and verbal branding. He was commissioned to select the perfect name for a new range of Spanish products from the company Certified origins. With an initial list of 220 potential names, the goal was to find a brand that kept its Mediterranean roots but viable and attractive in markets as diverse as the United States, China, Japan, South Korea and Taiwan.
Our Solution: Audit in 5 Strategic Markets
as linguistic validation collaborators for Neimik We submitted the 220 proposals to rigorous quality control in English, Mandarin Chinese, Japanese, Korean and Taiwanese, applying three critical filters:
- Pronunciation: We analyze the complexity of the doubles ‘L’ and the Spanish ‘ñ’. In markets like Asian, articulation facility is key to brand souvenir.
- Cultural connotations: We evaluate each name to avoid accidental meanings related to taboos or negative concepts. In Chinese and Taiwanese, a poorly interpreted sound can associate a food brand with unappetizing concepts.
- Attractive index: We measure aesthetic perception. We wanted to ensure that the chosen name evoked the quality and pride of Spanish origin.
The result: ‘The well planted’
After our analysis, the client chose ‘La Bien Plantá’ as the winning option. Although it is a name with a strong colloquial and regional Spanish load, our study confirmed that:
- Its sonority was rhythmic and distinguishable in the target markets.
- It did not present conflicts of meaning in the Asian languages analyzed.
- It conveyed an image of solidity and presence, aligned with the quality of Certified Origins.
Impact: The client was able to launch his range with the total certainty that his brand would not only be respected, but admired, avoiding costly mistakes of cultural positioning in Asia and the West.
