Finding a trademark that works globally is important.
Around the corner from where I used to live in New York City, there was a gelato place called GROM. I recently was in Como, Italy and I encountered another GROM shop. Yes, they were related and the gelato was awesome.
Also, on that same trip, I was in Piacenza, Italy. I encountered EATALY. Yes, it too was related to EATALY in New York City.