gkBRAND Linguistic Analysis is a time-tested tool that is utilized by the gkNaming Team to ensure the robust and relevant nature of the possible name candidates you are considering.

Utilizing our global network of ComVort partners’ gkBRAND tests the characteristics of each name within the global market at a local level to ensure that the communications regarding the image, feelings and emotion are aligned with the original intention.

If the name candidate has any negative connotations within the local market, the name will be pulled from consideration. This global research and analysis is led by the President’s and CCO’s of our ComVort offices, who work, live and have intimate knowledge of their local markets from an advertising, marketing and branding perspective and provide a wealth of experience and valuable input into the process.

To understand who you are and how your identity is perceived in a global market regarding what is relevant, progressive and innovative provides you with an unparalleled advantage and is unique one that our clients can only find at gkBRAND.

Additionally, gkBRAND’s Linguistic Analysis conducts market research, individual interviews and focus groups. We undertake in-depth research to determine the current competitive landscape and future trends within your respective business sector. 

Are the names chosen for your company/product/service likely to sustain their strength and relevance for 5-10+ years? This information is only discovered on conclusion of gkBRAND’s Linguistic Analysis.

Listed below are the areas GK:Comvort Linguistics® uses to evaluate every product and/or brand name candidate: 

Connotation & Denotation

This area of the Linguistics Analysis determines if the proposed name is effortless to comprehend, pronounce, and commit to memory. Also, gkBRAND looks carefully at the ComVort analysis to conclude if the name triggers any other meanings, besides the implied, to indigenous speakers. Could this name be vulgar, obscene or inappropriate in global markets, and/or are there similar indigenous words, phrases, colloquialisms or trademarks that could cause confusion with the proposed name?

Communication

Without the appropriate communication, a name can be meaningless. This area of our Linguistic Analysis investigates the sound, pronunciation and articulation of the potential name candidate. Does this name sound unfamiliar, strange or humorous? What emotions should the sound of the name generate? If the intended feelings of the chosen name and the actual feelings differ, the name is taken out of contention. gkBRAND also looks closely at the ease of communicating the name, the difficulty of spelling the name, and lastly, any pronunciation issues that may arise in global markets.
  
Cultural Effects

The cultural effects of a name cannot be implied simply through research, but are accurately determined by those who live in the respective market. This is where our ComVort offices shine, giving “inside information” to gkBRAND on their own cultures. We ask our ComVort offices how their specific societies and audiences will react to the name. Will status issues within the society affect the perceived image of the name? Are there any local trends/policies/colors that may cause concern for our name candidate?

Taking all of this information into consideration, gkBRAND arrives at their final name candidates.  Our successful business at gkBRAND was built on our ability to create and ensure powerful, sustainable names through our unrivaled creative and research process.

To find out more about our Linguistic Evaluation and gkBRAND, please contact our Business Manager, Tel: +1.203.226.8255 Ext. 12.