Since the literal translation of Google (NASDAQ:GOOG) into Chinese is "old hound", its decision to find a new name for this market seemed reasonable. When it decided to adopt the name Guge in China, it intended the name to translate as "harvest songs," to suggest a "sense of a fruitful and productive search experience, in a poetic Chinese way." Instead, it has translated as a lawsuit for tradename infringment.

The company filing the suit in Chinese court is Beijing Guge Sci-Tech, a name it registered in April of 2006, according to the Wall Street Journal. Google registered the name Guge six months later. However, Google claims its choice for moniker of its Chinese operations was openly rumored before Sci-Tech's registration, perhaps implying Sci-Tech is engaging in a bit of tradename squatting.

With China's inclusion in the World Trade Organization, the country has taken serious measures to allow trademark and tradename protection, which might help Google's case. However, the Chinese government has seemed to favor Google's competitor Baidu, which dominates the Chinese search market, and this preference may work against a quick and positive resolution for Google.