"Book" ranks for English "book" searches. In German = nothing ("Buch" different). Can't translate brand names. Choose: Global name (weak SEO) or local names (fractured brand).
Translation Impossible
"Fresh Bakery" → German "Frische Bäckerei" = different brand name. Most choose: Single global name + localised content (not brand name).
English Loan Words
"Fitness," "Coffee," "Digital" = universal EU. Brand using loan word = SEO everywhere. "Fitness First" works Germany, France, Spain.
But verify. "Ticket" = English, but French use "billet." Not universal. Google Trends validates.
False Friends
"Gift" = English (present). "Gift" = German (poison). "Preservative" = food additive. "Préservatif" = French condom. Research first.
Invented Names Win
"Spotify," "Revolut," "Wise." Language-neutral. Zero translation issues. Scales infinitely across EU.
Trademark Lens checks conflicts across all EU countries, revealing pan-European viability.