Case study
Helping a B2C company assess risks associated with variations in product naming across 31 European markets
Need
As part of a product rollout across large parts of Europe, this client needed to make decisions on naming and branding of their offering, taking into account differences in cultural contexts and attitudes between very different markets.
Solution
To benchmark potential brand names against each other, we collected quantitative impressions and qualitative connotations from populations in each market, along with opinions from local experts. For a 360-degree profiling, we conducted sentiment analysis of free-from associations, suitability and memorability testing, ease-of-spelling tests, and general preference identification.
Process
Our analysis identified key risks to navigate across markets, based on potential adverse associations, similarity to existing brand names, etc., guiding not only the client’s choice of brand name, but also their positioning and messaging around it.
Market entry · Brand name testing
5
distinct names tested
31
markets surveyed in local languages
6,200
survey responses
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“I still think about that slide all the time.”
Lead Consultant, months after we delivered our key findings
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