AKA

 Companies don't always get their brand name right on the first try,for instance Nike started out as Blue Ribbon Sports which was the name used in the US to sell Japanese brand Onitsuka Tiger (now named Asics) then in 1971 they decided to start making their own shoes. Before they agreed on a name they had the now famous swoosh design,Phil Knight wanted to use Dimension Six,other suggestions were Peregrine and Bengal but their only employee at the time mentioned he had read that successful brand names were often short and used exotic letters like Z,X or K and suggested Nike after the winged goddess of victory and the name stuck much to Knight's chagrin. The ironic part is the name Nike roughly means the same thing as the original name,Blue Ribbon Sports.