A good name is better than riches

Randall Rozin

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, people, and pets, to cars, coliseums, and computers, it seems as if there is a name for practically everything. Yet each day, brand managers find themselves in a common predicament – what to call that new gizmo, service, or company.

With such a penchant for naming things, it would seem as if finding the right name to...

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