When one is interested in creating a service for the masses, and thus wants to reach an international target, a decision has to be made whether to follow a so called "ethnocentric" approach when it comes to the brand name or a "poly/regio-centric" approach where a different brand name is used for each country or region.
Since the internet user is globalizing every day, it would make sense to create a global brand. An obvious example would be Google.
My question is, how does one think of such name that has the "perfect" balance between brandability and "catchyness" for the biggest target markets, in this case continents of the world?
Some issues here:
- If something can be pronounced and memorized in one culture this may very well not be the case in another.
- It seems rather difficult to "test" a certain idea
Note that this is not meant for a specific project, it is just me expressing general curiosity on how one would approach this problem.