'Made in USA' Still Sells Overseas

Not long ago, the Red Peak Group, a global brand-consulting firm with offices in New York, began researching names for a new product in China—a pay-per-view and video-on-demand platform that would allow people to stream licensed Hollywood movies into their homes. Along the way, they market-tested a range of Chinese-style names for the product. But in the end, the feedback was clear. Consumers in China preferred an American-sounding brand. The marketers went with “YOU On Demand.”