Carlsberg’s about-face in Myanmar shows that brand names must be chosen with care

Carlsberg’s local branding of Tuborg beer in Myanmar stirred up controversy last month, which ultimately sent the company back to the drawing board. While experts suggest that the critics threatening legal action against the brewer probably had no case, this transliteration mishap shows that – despite the lack of a trademark law – companies need to tread carefully when choosing a local brand name in Myanmar.