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Rick Bragdon
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MiO and the World Language of Branding

Increased use of names beyond the United States require "world language" naming techniques, international trademark search and language analysis in multiple countries.

Successfully creating names to be used internationally requires familiarity with multiple languages and the idiosyncratic ways in which letters and letter combinations are pronounced by speakers of these languages. Not only that, but some words and names may have meanings that are positive in one language, but pejorative in another. "World language" is a way of naming that significantly increases the likelihood that a name will appeal to and be pronounceable by target audiences in many countries.  MiO, for example, is a name created by Idiom to identify a popular new water enhancer from Kraft Foods.   "Mio" means "mine" in Italian, but is readily recognized in America and all of the Romance language-speaking countries. So the name helps to communicate the product's position ("my water, my way") while transcending language barriers.

To read more by Rick on Brand and Product Name Development, click here