Re-order paragraphs

d) Ideally, the brand name you choose should be one that doesn’t require translation.

c) In other words, one that’s simple, easy to pronounce and has no inherent meaning.

a) So a made-up word or a compound word can be a good idea – such as Tesco or Pepsi.

b) However, if your brand name reflects a key benefit of your service, such as ‘Budget Car Rental’ then you may want to consider translating it for other markets, though multiple brand names will require more effort to manage.