What Is Brand Checking?
Companies that plan to expand into foreign countries use brand checking services to examine company logos, brands and product names for acceptability in the targeted countries of the business.
Other People Are Reading
-
Purpose
-
Companies hire brand checkers to have company information examined by professional advisers. The advisers investigate a company's name or logo to determine if the name, logo or brand is culturally adaptable to specific countries. This service benefits companies by identifying possible issues relating to the name or brand of the company, thus avoiding unintentional offense to other cultures.
Features
-
If a problem is discovered, the advisers inform the company of the problem and present possible solutions or alternatives. The advisers of a brand checking company investigate issues including political, social, religious, educational and linguistic issues associated with the name or logo. Localization is another aspect used often with brand checking. Localization ensures that names translated for other countries have appropriate meanings in that region and that the words are spelled correctly.
-
Details
-
Common problems discovered through brand checking include issues that arise when a company name is already in use in a targeted market, a discovery that color schemes are considered unlucky or that the product is culturally offensive.
-
