Now he has become a household name around the globe.

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Sadia, for example, is a Brazilian frozen-foods company that has become a household name in the Middle East, helped perhaps by its name's similarity to sa'ada, the Arabic word for happiness.

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Having lived most of the past four decades in obscurity, Rodriguez has started to become a household name again thanks to Malik Bendjelloul's film about his unexpected popularity in South Africa.

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This was a much-admired national hero whose name has become a household word.

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