Think you can vet a brand name destined for a foreign country simply by running it by someone you know who speaks the language fluently? Think again. It takes a lot more than that to assess whether a name will fly with non-English speaking audiences, and to spot potentially disastrous associations. In this 5-minute video from Catchword’s how-to video series, Catchword co-founder and linguistics expert Laurel Sutton shares the keys to serious evaluation of international brand names. If you need to pick a brand name with global appeal, see this video first.