If a speaker of the German language were to pronounce that name, he or she might blush because of its unambiguous scatological meaning in that language. Consequently, the firm ended up renaming the product Wick in German. Many simple English words translate into words with very different meanings in other languages. Take the simple word mist , which might appear on that Vicks inhalant. There are literally hundreds of such common false friends that act as linguistic land mines.
Some names are problematic for another reason.
Consider marketing the writing instrument LePen in France, where a French politician on the extreme right shares that name. Even names that are not necessarily offensive can fail abroad because of pronunciation problems. This is a critical consideration with pharmaceuticals or medical products for the general public. It's no coincidence that these words are immensely popular internationally. They're usually easy to pronounce, often familiar, and have clear meanings or associations, which is especially important in the medical arena where trust is critical.