Below is an excerpt from
John McKeown's November 2017 Monthly IP Blog.
When a brand name is used internationally additional issues can
arise.
A few years ago there were relatively few global brands –
only consumer goods companies such as Proctor & Gamble, Nestle,
Kraft, Colgate and Quaker were thought of as coming within this
category. More recently Nike, Microsoft, Apple, and Honda have
joined the category. With the rise of the Internet and online
commerce more companies can compete internationally and building an
international brand is a realistic goal for more businesses.
Any time a brand name will be used in more than one country
consideration must be given to cultural and linguistic issues.
Similar considerations apply to the design presentation of the
brand name. A presentation may appeal to one culture but not
necessarily appeal to others.
