6Naming Rites

One of the most enjoyable tasks when it comes to starting a business is choosing a name for the venture. Yet the task is not without risk. You had better like what you call yourself or your business because if the name catches on and becomes an integral part of your brand, it may be difficult to change or move away from. You will almost certainly lose much—if not all—of the name recognition you worked so hard to build.

Especially in these days of ubiquitous media, names must compete with countless other names for recognition. To succeed in introducing and representing a brand, a name must be memorable, simple, and easy to spell and pronounce. It should not pose a challenge to potential clients and customers by utilizing complicated ...

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