window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-31592405-2', { 'anonymize_ip': true });

Linguistic evaluation

A global, multilingual-oriented approach, including linguistic evaluation, is a matter of course in every naming project.  Therefore, our team includes language experts and word-juggling colleagues whose native languages are among the world’s most important.

Linguistic evaluation2018-10-01T18:00:11+00:00
Linguistic evaluation of new brand names plays a large role at the naming agency INCREON during the naming creation and name evaluation phases.

International pronunciation, cultural acceptance, and avoiding negative connotations are critical decision factors at all times during the naming process. Through our in-house linguists, language considerations are at all times an integral component during the filtering and selection of naming ideas.

The further the iterative process of name creation goes on, and the more it is about the selection of the final favorites, the more important the linguistic evaluation is for international names. Evaluating pronunciation, lexical meaning, and associations is a part of every decision for a name. Favorites are subjected to a further-reaching market test to investigate name ideas in the relevant target markets. The new brand name is checked per language region by linguists that live in the target country. Within the context of the linguistic evaluation, they evaluate the name ideas with regard to pronunciation, meaning, and associations. This approach takes place with regard to vocabulary, words, and meanings. Moreover, acceptance and ability to protect (as a trademark) are questioned. The pragmatic analysis in the sense of the usual act of speaking is also a part. This approach gives doubled information on the chances of a possible brand name, because language and subculture are constantly developing in the target countries.

Through linguistic evaluation, an objective judgment concerning the usability of the name in the relevant language area arises. A detailed written report with actionable recommendations is presented for your consideration at the end of the linguistic evaluation.

Languages of the world

A world language is characterized by a large number of native speakers and also that many non-native speakers know the language as a foreign language. In naming, the international significance of the language as a lingua franca among international contacts in business, science, and culture is also important.

Important world languages according to their international importance as languages of communication:

Tabelle mit den Wichtigsten Weltsprachen. Die Top 12 sind Englisch, Chinesisch, Hindi, Spanisch, Französisch, Arabisch, Russisch, Portugiesisch, Bengalisch, Deutsch, Japanisch und Koreanisch.
This website uses cookies. We use cookies in order to determine the frequency of use and number of users of the pages, to analyse the behaviour of page use, but also to make our offer more customer-friendly. We distinguish between cookies that are necessary (without consent) and cookies that require consent (third party cookies). Detailed information on the use of cookies on this website can be found by clicking on "More information". You can use the "Further settings" link to decide which cookies requiring consent are to be activated. If you click on "Agree", all cookies — including those requiring agreement — will be activated. You can revoke your consent and deactivate the use of cookies requiring consent. More information Further settings Agree

Third party cookies

Select here which third-party cookies you wish to accept here. Please note that if you do not accept cookies, features on the website may be restricted. Please visit the third party websites for more information on their use of cookies. If you have decided not to grant or revoke your consent to the use of cookies requiring your consent, you will only be provided with those functions of our website whose use we can guarantee without these cookies. You can subsequently change your settings on our data protection page. We use the following third-party cookies:

Google Analytics

Google Analytics helps us understand how visitors interact with our websites by collecting and reporting information anonymously. We would like to point out that Google Analytics has been extended by the code "gat._anonymizeIp();" in order to guarantee an anonymous collection of IP addresses (so-called IP masking).