A good name is better than riches

The author, from Dow Corning Corporation, produces a number of 'do's' and 'don'ts' for selecting a brand name to be used internationally - then provides a real life example in the creation of 'Xiameter'.

A Good Name is Better Than Riches

Tips to consider when selecting a new brand name

Randall RozinDow Corning Corporation

As human beings, we take great pride in naming things. From flora, fauna, and fountains, to cities, canyons, and mountains, from planets,...