# What’s in a name? Managing product names in your global content

This article explains why product and feature names matter for global content and how to manage them consistently and effectively when you expand into new markets. 

## Why product and feature names matter

Product and feature names are key parts of your brand and often legally protected.  
They should make sense to your audience and be used consistently across all touchpoints like packaging, websites, FAQs, and support content.

## Should you translate product names?

Deciding whether to translate product names depends on several factors:

- **Clarity** — Will users understand the translated name?  
- **Branding** — Does translation help or hurt brand recognition?  
- **Sales & discoverability** — Can customers find, read, and pronounce the name?  
- **Legal** — Are trademarks available in the target market?  
- **SEO** — What terms do users search for in each language? 

It’s best to involve legal, sales, and brand teams so everyone aligns on naming decisions.

## Managing product and feature names across your business

Rubric helps you build a consistent naming strategy that acts as a single source of truth for your product and feature names. Key parts of this approach include:

- Creating a **central glossary** with rules for how each name is treated in each language.  
- Documenting exceptions (e.g., “Do Not Translate” terms).  
- Breaking down silos so all teams follow the same rules.  
- Supporting content authors so they understand how names should be used. 

Examples of real challenges include:

- Updating glossaries when product names change so outdated terms don’t linger.  
- Avoiding confusion when one name refers to multiple features.  
- Aligning terminology during mergers and acquisitions.

## Ensuring consistency

Once a glossary and translation rules are established, it’s critical to stick to them. Rubric uses quality checks and automation to ensure rules are followed without slowing down delivery.

## Summary

A thoughtful naming strategy protects your brand, helps users understand your products, and makes global content easier to manage. Using consistent rules ensures your product names deliver the right experience in every market.