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It fulfills the basic requirements for a good name: Never heard that one. And you can imagine how often that happens. That brings up back to the question: So, does it matter? In this case, almost certainly not.
And Nokia knew about that meaning before it launched the name, having done their due diligence, both from a trademark and linguistic perspective, as described on the Nokia blog:. Then experts in 84 dialects started work, checking for any negative associations in different languages and assessing how easy they are to pronounce.
Some letters like J, L R and V are difficult to pronounce in certain countries. This process is never foolproof—as a couple of comments pointed out lumi, or lumia, is a very old Spanish word, long fallen into disuse. Negative meaning in an obscure language that no one really uses? Probably not an issue.
Odd associations completely outside your target audience, as in the example of Pocari Sweat popular in Japan, not marketed in the US? Again, not a problem. A name that sounds like a word that makes kids giggle? You brand is bigger than that. Laurel Sutton is a partner and co-founder at Catchword , a full-service naming firm.
For more leadership coverage, follow us on Twitter and LinkedIn. Flickr user le calmar ]. By Laurel Sutton 4 minute Read. And Nokia knew about that meaning before it launched the name, having done their due diligence, both from a trademark and linguistic perspective, as described on the Nokia blog: