Linguistic screening

Better safe than sorry! A linguistic error can be a fatal mistake when developing a strong international brand. So connotation checks are absolutely essential when developing a name that will be used internationally. These linguistic checks are carried out by Checkpoints, one of Zigila’s subsidiaries.

Checkpoints conducts connotation checks in virtually every language region in the world. Five native speakers check the name in each language region. They assess the ease with which the name can be pronounced, and both negative and positive connotations and associations.  This makes it possible to gain an objective opinion of the feasibility of the name in the language regions in question. These ‘disaster checks’ are usually completed within five working days and the results are set out in a written report.

For more information about Checkpoints click on Network