How do I set a multilingual site name?
i18n http://drupal.org/project/i18n provides "Multilingual variables"

As the site_name is a config variable, presumably it can be translated.

See also: http://drupal.org/node/313272

settings.php

/**
 * Multilingual settings
 * 
 * This is a collection of variables that can be set up for each language when i18n is enabled.
 * These are the basic ones for Drupal core, but you can add your own here.
 */
$conf['i18n_variables'] = array(
  // Site name, slogan, mission, etc..
  'site_name',
  'site_slogan',
  'site_mission',
  'site_footer',
  // Different front page for each language
  'site_frontpage',
);