When it comes to company names, it’s increasingly common to find English names in Spanish-speaking countries. But why does this happen? In this Aadimatiq post we unpack the reasons behind the trend and how it can impact businesses.
In this post, we explore why companies choose English names, the pros and cons of doing so and how this can influence consumer perception.
Reasons for choosing English names
1. Internationalisation
One of the most obvious reasons for choosing an English name is internationalisation. English is the most widely spoken language in the business world and many firms have a multinational footprint.
By choosing an English name, the company can communicate more effectively with customers and suppliers around the world.
2. Positive associations
Another reason is that English names are often associated with upbeat ideas such as modernity, innovation and quality. This can be especially significant for companies seeking to convey a cutting-edge leadership image.
3. Ease of pronunciation
English names are often easier to say than names in other languages. This can be handy for businesses looking for a brand name which their customers will find straightforward to remember and pronounce.
Drawbacks of English names
1. Loss of cultural identity
One of the main disadvantages of English names is that they can result in the loss of a company’s cultural identity. By choosing an English name, the firm may appear less authentic or connected to its cultural origin.
2. Translation problems
Another drawback is that English names are sometimes hard to translate and may lose their original meaning in other languages. This can lead to confusion and misunderstandings with customers and suppliers who speak other languages.
Consumer perception
The choice of company name may have a significant impact on consumer perception. While English names might be associated with upbeat ideas, they may also be perceived as pretentious or irrelevant to the local culture.
Businesses should therefore carefully weigh up the impact which their choice of name may have on their target audience.
In short, companies choose English names for a variety of reasons such as internationalisation, positive associations and ease of pronunciation. However, there are also drawbacks including loss of cultural identity and translation problems.
Businesses need to carefully weigh up the choice of their name and how it may influence consumer perceptions. An English name might be helpful in some respects yet it may also be disliked by some customers and associates.
What matters at the end of the day is that the name chosen reflects the company’s identity and values, regardless of the language in which it is expressed.
