One of the greatest aspects of doing International HR is often being part of the groups that break open new markets! One of the key learnings is – never assume that what means one thing in the home country means the same thing in the new country – and it definitely holds true for the Brand Names.
The Atlantic just did one of the best articles on Brands and international confusion I have ever read. It not only covers the old Coca Cola story ( The Tad Pole), but covers Ikea, Pepsi, Hagen Daz, etc.. So I encourage you to click through and read the article.