Imho this does not apply to brands, shops, supermarkets, hotels, bars, restaurants and more things like this. It surely apply to names for streets and places (e.g. lakes, cities, forrests, rivers,…); mostly to 100% of the time.
Just an idea i had today, not meant as a serious suggestion:
The more i think of it the more i get the idea that the “common default name” maybe is something completely different. Maybe it is meant like a “global identifier”. This would mean it would be the same value everywhere in the whole world. A Carrefour supermarket would always be tagged name=“Carrefour”, even if there is a very big sign “คาร์ฟูร์” outside of the named shop. A Shell fuel station would always be name=“Shell”. Mc Donalds would be “Mc Donalds” and so on. A German street “Herzogstraße” would be name=“Herzogstraße”. The Sukhumvit Road in Bangkok would be of course name=“ถนน สุขุมวิท”. The German embassy in Bangkok would be name=“Deutsche Botschaft”.
But we better should not discuss this idea.
Why is OSM so damned democratically! Why is there noone from the OSM-foundation saying: Just do it like this!