In sharp contrast with many brands listed in the article “Some brand names don’t translate well,” Kodak exemplifies the benefits of linguistic research in brand name development. According to the book Blunders in International Business by David A. Ricks, a team chose the name Kodak after it determined that the word had no negative meanings or connotations in the countries targeted. In fact, the name had no meaning at all, but it was easy to pronounce in every country tested.