[stern look at all above post-ers except davego and Anna]
I think Bingley's post in Musick's link (darn you, Musick, I haven't been to Metawords for ages and ages, and now all my New tags will have disappeared...) says it best, dave:Two different words in Indonesian: bangga and sombong.

Bangga is a justifiable pride in one's achievements, sombong is an arrogant conviction that you are more important than anyone else.
I think the corporation was at least aiming for people to think they meant the former.