Naming with eName

Naming with eName

The WIP Group's native translation professionals along with local staff from mNet, our global marketing network spanning 148 cities and 62 countries, conduct surveys on images and untoward connotations and other slang associated with naming proposals.


eName Image Surveys

If a naming proposal under review were to be used as an actual product name, how would it be heard by native speakers overseas? What sort of impressions would it give? What sort of associations would be made? eName image surveys use an objective questionnaire to investigate the various characteristics of each naming proposal. Questionnaires are given to native speakers in the countries and regions selected by the client. We then quantify the results for each proposal and present a report to the client. The questions on the survey are determined based on client requests and the type of product to which the proposed name refers. This process provides the client with fresh, accurate and compelling data.


Sample eName Image Questionnaire Form


Naming Proposal A
+
3
2
1
0
-1
-2
-3
-
+
Strongly agree
agree
agree somewhat
neither agree nor disagree
disagree somewhat
disagree
strongly disagree
-
Produces a strong impact
 
x 
 
 
 
 
 
Has no impact
Is easy to pronounce
 
 
x 
 
 
 
 
Is difficult to pronounce
Has a pleasant sound
 
x 
 
 
 
 
 
Has an unpleasant sound
Matches the concept
x 
 
 
 
 
 
 
Does not match the concept
Leaves a favorable impression
 
x 
 
 
 
 
 
Leaves an unfavorable impression
Is easy to remember
 
x 
 
 
 
 
 
Is difficult to remember
Meaning can be easily understood
 
 
 
x 
 
 
 
Meaning can not be understood
Is not readily susceptible to fads
x 
 
 
 
 
 
 
Is readily susceptible to fads


eName Image Questionnaire Aggregate Values


 
Impact
Pronunciation
Sound
Concept
Impression
Easily remembered
Meaning
Fads
Naming Proposal A
22
13
25
30
26
19
4
28
Naming Proposal B
17
9
13
-3
22
21
-6
20
Naming Proposal C
6
12
7
19
25
2
-8
5
Naming Proposal D
14
3
9
-11
9
-4
7
16
Naming Proposal E
26
-18
1
14
16
25
9
-7


eName Image: Sample Image Map