This website uses cookies to ensure you have the best experience. Learn more

Name A Business For Success Essay

1140 words - 5 pages

Do you ever like a brand, and everything that they have to offer, bit then you think to yourself "what a stupid name though!"? While a crappy name won't nesesarily doom a company for success, it can be a hurdle to overcome if botched. The art and science of great naming is absolutely about balancing a confluence of core concepts:

Companies should focus on domain name availability, descriptiveness, trademark strength, originality, length, integrity (the bigger picture of the name and brand), and lastly, the name's tested market appeal.

We don't ever want to find ourselves naming exclusively reaching for one particular aspect of a name, as there is a bigger picture to be considered.

Being ...view middle of the document...

While Steven King can emblazon his name on his book larger than the title, and Donald Trump can (and will) put his name on anything from a water bottle to a hotel, you will likely miss out in a few ways using your own name–it will ook egotistical, uncreative, and in the wrong market, it will totally lacks whimsy or everyman appeal. There are exceptions, like Trader Joe's named for founder Joe Coulombe, and of course the eponymous Ben and Jerry's Ice cream. Don't confuse their existing goodwill with the difficulty inherent to how hard it may have been overcoming a plain name–although one could say their names made them approachable given the lack of seriousness to say, ice cream.

As an example and amusing execercise, think of many quirky and cleverly named brands and imagine the inverse of the Trader Joes or Ben and Jerry's format, e.g. if Naked Juice had been the less than inspiring "Dave's Juice" for co-founder David Bleeden. "Dave's Juice" also would totally lack the quasi edginess that "Naked Juice" has, and is totally forgettable.

Legal Research: EatMyWords Founder Alexandra Watkins advises on the legal loose ends of naming your business, "For initial trademark screens, you can do free searches on and the government's trademark database, TESS, at Use these to knock out potential conflicts, then hire an attorney to do a thorough search. This is not something you want to skimp on."

Domain name availability. Companies with a substantial amount of liquid capital have the luxury to come up with a name for their business that has a domain they will need to buy in the aftermarket. Most businesses on a shoe string however might be better suited to make up an arbitrary term. There is a double benefit to using an arbitrary term, and that is having the highest associated trademark strength. Arbitrary terms are words that can't really possibly be associate with the business. Spotify for example is a great arbitrary term, since it has no associations with anything at all, much less music. Sticking with that example, their name might have been better if had been something more evocative of music.


Descriptiveness is a major bonus if can be added to a names factor. You want the name of...

Find Another Essay On name a business for success

The Struggle for Liberation: Yvonne Vera's Without a Name

1756 words - 8 pages much frowned upon and thus to be discouraged, suppressed, and repressed… A woman expressing this is often openly criticized and marginalized” (Mhlahlo 97). Sexual desire and pleasure in females were scrutinized during this time in African societies, which made it difficult for women to truly express themselves, as seen in Vera’s protagonist, Mazvita. Grace Musila, author of “Embodying Experience and Agency in Yvonne Vera's Without a Name and

Ensuring Success for a FMCG Company

3322 words - 13 pages Introduction Within the fast evolving and highly competitive business environment that is today, new businesses will need to fine tune the processes undertaken which help in the overall success of the company within the business industry. FMCG is the abbreviation for ‘fast moving consumer goods’. FMCG Companies manufacture retail products that have a relatively short shelf life because they have a high turnover rate or because the product

Panera: A Competitive Plan For Success

1340 words - 5 pages success in their new strategic direction, I propose that the company pursue a strategy that emphasizes growth, seeks to enhance the customer experience, and reinforces their financial control. Panera should continue its rapid growth through franchising. Though franchising can create problems for the franchisor with issues such as poor management, it is the one of the most rapid ways to grow a business without having to provide direct capital

Critical Success Factors for Small Business Enterprises in Saudi Arabia

1478 words - 6 pages The overall objective of this research is to study which the critical success factors that are necessary for achieving success for a small business in Kingdom of Saudi Arabia. Small Business Enterprise or Small-Medium Enterprise (SME), in today's business environment, faces a lot of daily major challenges. Balancing the SME’s effort to address these challenges can be an intimidating task, unless a systematic approach is identified and followed

Innovation is a critical indicator to business success

1694 words - 7 pages operation, at the moment there is less than 90 employees (Viswanathan, 2013) and it allows to sail through the economic collapse.ConclusionAs we are in an era where innovation is critical to be unique above discussion demonstrates undoubtedly that tangible innovations bring success and positive benefits to a business and it sustains for longer. Also the discussion reveals the way innovation has involved with these two businesses (Dropbox and


3590 words - 14 pages ProcessChangAn's strategy for the implementation was to take a cautious, step-by-step approach, ensuring success and realizing value incrementally. It worled out a detailed IT master plan, and followed up with a phased implementation approach. The plan consisted of pilot stages, and business process reengineering before embarking on a full-blown business system implementation. Some deployment timelines and milestones were as follows[2]:December

Model of Critical Success Factors and Success Criteria for Project and project Management Success in a Developing Country

2107 words - 8 pages who are developing and controlling the project. Here, we are supporting the argument presented by Munns & Bjeirmi (1996) that Iron triangle is a short term measure of success and is more concerned with success of project management. Further it seems inappropriate to hold project team members responsible for success of project as they are concerned with the implementation and control phase of project. Organizational benefits refers to the

Ecomerce proposal for a business

5498 words - 22 pages Fancy - a - Click group would be presenting in the proposal a Lowest Price business model and the different aspects that would aid in this model becoming a success for the business. The proposal would further discuss the suggested site development and implementation strategies to be pursued as well as the marketing and promotional campaign that will be set up to drive traffic to the website and action a purchase transaction from the consumer on

Business Plan for a Nightclub

1612 words - 6 pages Business Plan for a Nightclub LEVEL 3 plans to be a chain of upscale nightclubs centering around the middle Georgia areas. It is demographically targeted to middle aged adult’s ages ranging from 25 and up. LEVEL 3 aims at providing quality entertainment, food and refreshments along with a welcoming environment that will give our customers a unique and entertaining experience. Company Overview This company evolved through a partnership on

Outline For Acquiring A Business

842 words - 3 pages 1. There are two primary options for buying a business, purchasing the shares of the corporation and purchasing the assets.a. In the first, the ownership, vested in those holding the shares changes hands and as a result, control and ownership of the company changes with it.b. In the second option, you would create an entity of your own and it would purchase the assets from the other corporation. At the completion of the transaction, the other

The Communication Skills Necessary for Success in a Career

519 words - 3 pages Being able to communicate well will help in many situations in business. Effective interpersonal, writing, and oral communication skills are vital in the professional environment. The ability to interact effectively with other people is a communication skill necessary for your success.Interpersonal communication skills are necessary when working with people in different areas of a career. Your career may require you to address very diverse

Similar Essays

A Recipe For My Success Essay

736 words - 3 pages figures out how to make a dish on his own, from scratch. When I got married and moved in with my husband, I had to start applying everything I had learned from my father into our daily meals. As time went on my cooking skills improved tremendously. It became my obsession. After being out of college for nearly one year, I decided to go back to get a degree in Business Management and Hospitality. My dream is to own a food truck, and I know someday I will

Success From Advertisement As A Business Tool

745 words - 3 pages In the current world, most of the businesses have succeeded because of using advertisement as a business tool. Advertisement is a form of communication, which is used to persuade, manipulate, or encourage the customers to buy your products or services. Some of the examples of advertisement used to attract the attention of the public are: broadcast, print, and electronic media. The main objective of the different types of the methods of

"Critical Evaluation On How Overtime Culture Becomes A Factor In Overall Success For The Business In A International Environment"

3863 words - 15 pages practices of a host country is very vital to the successful execution of international organisations' overseas business operations and success. This paper work among others discusses critically how overtime culture becomes a factor in overall success for their business in a host country abroad. All these will be preceded with vital issues of discussions on matters of cultural aspects, management cultures; issues affecting culture with organisation

A Modified Approach For The Domain Name System Security

935 words - 4 pages We have developed a secured DNS system in which even when the request from resolver has been received by the attacker, it would not be able to reply for the same. We have also shown fake server which tries to enter in the communication between the resolver and servers & grant the access. Our system also maintains log files for all the connections established in the network. A. Equations 1. Notations: a) SK: Secret Key b) PUR: Root’s Public key c