China's largest PC maker, Legend , for example, changed its brand name to Lenovo , as its original name turned out to be already registered in many foreign markets.

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Just as HBO has made a name for itself with original content, so too does Sony aspire to make its online PlayStation Network more than just a videogame hub.

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The Bavarian brewery takes its name from the Paulaner monks who produced the original doppelbock called Salvator, Latin for savior.

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