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So why is naming so international?

Names are only international, burn all the books that say otherwise. Whether we like it or not, marketing is borderless, as is communication via the world's e-commerce community. It is naive to be smug about a successful national or regional name identity while ignoring its lack of functionality in neighboring countries or overseas.
We are now living in a name economy, where the power of a nation is being measured by its armies of name brands. Corporations are fully engaged in expanding markets, which demands hassle-free names so that they can travel country to country without worrying over translation issues or marketing to a foreign culture.

PriceWaterhouseCooper's consultancy and their infamous name change to "Monday" cost them $60 Million. Deloitte's consultancy became Braxton and spent $60 million. Accenture spent $170 million and BearingPoint $40 million. This is just a small example of how much agency effort is demanded by the upkeep of a poor name, amidst an attempt to gain much-needed public attention. Therefore, for international naming, the corporation must have a solid team backed by clear leadership in international expertise on global corporate nomenclature.

Concluded.

Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com