A brand is often a company’s greatest asset. Frequently more than just a logo, tagline, or ad campaign, a brand is the sum total of the consumer’s experiences and interactions with it. Brands are fueled by a purpose and nurtured by the emotional attachment that they cultivate with their target audience. They are the vehicle by which a company defines itself, allowing it to differentiate its products and services from those of its competitors. Brand names can have a significant impact on the consumer’s perceived quality of a product, an item’s price, or even someone’s intention to purchase. The rise of global branding has transformed the marketing industry over the past century. While many brands have been able to successfully conform to a variety of cultures and their values, the discipline is littered with examples where that wasn’t the case. In a field complicated by cultural factors, the diversity of languages, and nationalism, adapting a brand name to the language of the target market can mean the difference between success and failure but the choice is not always so clear-cut. Linguistic and cultural assessments are key when entering a new market and this is something that Pelikan wrestled with in the first half of the twentieth century.