Entering China? How will your name be received? Some global brands, like Mercedes, cater to the different markets and languages, others, like Nokia, try a one-size-fits-all name.

Foreign brands pondering what Chinese brand name to take for their Asian markets will invariably come across the anecdote of how Coca-Cola was initially given the catastrophic name "bite the wax tadpole," in China. This story, while largely an urban legend, only serves to makes the task seem more daunting.

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