OPERATION IN FOREIGN COUNTRIES

If you plan to drive your name in other countries you will need to ensure that you have complied with local naming laws.

Doing so requires registering your name in every country in which you plan to drive it. You will again need to activate your Theft Prevention System and almost certainly hire either a name development firm or an Intellectual Property attorney to conduct the necessary trademark evaluations on your new name.

In addition, you will want to ensure that your foreign customers can pronounce and spell your new name, and that your new name is appealing to them in their language. While a domestic translation service can be helpful, the most insightful feedback comes from customers actually living in the countries in which you plan to drive your new name. The easiest way to reach these people is through the use of a specialized name development firm with an established linguistics network around the world. If the firm has experience with linguistic and cultural research of this sort they will know to ask the following questions:

• Is this name easy to pronounce?
• Is this name easy to spell?
• What does this name make you think of?
• Do you get positive or negative associations with this name? What are they?
• Does this name remind you of any existing brands in your country