Linguistic Screening

Ensuring your name works across the globe.

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Linguistic screening is the process of checking names, shortlists or long-lists, against a range of metrics. These include pronounce-ability, similarity to offensive words in other languages, cultural acceptability and aesthetics - the look and feel of the word.

What’s in a Name? More Than You Think

In an increasingly global marketplace, a brand name must do more than sound good - it must travel well. Linguistic screening ensures that your name is not only pronounceable and memorable, but also free from unintended meanings, cultural missteps or offensive associations across languages and regions. Without it, even the most well-intentioned names can quickly become liabilities when entering new markets.

How We Keep Names Out of Trouble

At Appella, we take a structured, multi-layered approach to linguistic screening that balances scale with precision. From automated checks in 120 languages to in-depth evaluations by native linguists and detailed phonetic and cultural analysis, we help brands navigate the complexities of global communication with clarity and confidence. Find out more below.

What Happens Without Linguistic Screening?

Linguistic screening is essential to avoid potential embarrassment to your brand when entering new markets with different languages. There are dozens of examples of brand names which work perfectly in one language but maybe not so well in another.

Here are 3 great examples to bear in-mind:

Example 1

“Burrada” the giant burrito in Spain.

"Burrada" in Spanish means "a big mistake" or "a stupid act".

Example 2

The Ford Pinto in Brazilian Portuguese.

“Pinto” is Brazilian slang for “tiny penis”.

Example 3

This French chocolate bar does not work well in either American or British English.

So, for your name to communicate effectively in today’s ever more interconnected marketplace some form of linguistic brand name screening is a must. Here at Appella, our systematic approach to name evaluation gives you brand names that can cross borders with confidence.

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The Appella Approach

We use three different levels of linguistic screening to ensure you have all the information you need before proceeding to launch.

1. Automated Checking

Our Electric Eel automated screening program in 120 languages is our cost-effective longlist level linguistic screening option which would typically be used ahead of trademark checks and more detailed linguistic checks.

Here we check by percentage match against our negative word databases of 120 of the world’s most important languages, ranging from the top-ranking Spanish, Arabic and Bengali to the less well-known languages such as Cebuano of the Philippines or Yoruba and Hausa of Nigeria.
2. Linguistic Evaluation

In conjunction with automated checking, or as a one-off brand name validation project, linguistic evaluation carried out by linguists based in the language heartland is the ideal method for thorough name validation. We use an eight-point grading system based on academic studies in rating word negativities (such as taboo, social disfavour and illegality) and have checked against languages as diverse as (Chinese) Xiang, (Mexican) Tzeltal, (Guatemalan) Q’eqchi’ and (Botswanan) Kwanyama. There are around 6, 500 living languages and if you’d like us to dig down to ensure all your market is linguistically covered by sourcing linguists for the less common languages, we will do our best to find them.
3. Linguistic Analysis

If you need a belt and braces study where each of your shortlisted names is subjected to the scrutiny of linguistic analysis. Including analysing ease of pronunciation, visual and phonetic aesthetics, meaning and cultural connotation - then a linguistic analysis is essential for your brand.

Proudly supporting clients across the globe for over 3 decades...

Our Unique Approach,

Your Competitive Difference.

We have developed a unique process over the years to produce the desired outcomes for clients. Watch our video below and get in touch to find out how we can make this work for you: