Articulate or irrational, juvenile or mature, an impulse or a whim… it really does not matter as long as your moniker delivers the goods, says NAVEEN CHAMOLI
How would you like to wake up one morning without a name? The question sound’s bizzare, doesn’t it? 
Actually the scenario would present an uncomfortable situation for just about anyone in whose life such a momentous event unfolds. Okay, now just imagine a Fortune 500 multi-billion dollar company being confounded with a similar fate. Visualise the mayhem that would be unleashed on the unsuspecting employees, markets, shareholders, debtors, creditors, competitors, not to mention the bewilderment of the consumers. Get the picture? No. Okay. Let’s look at the life-saving questions that neo-entrepreneurs try to answer when launching a new company: Will venture capitalists fund the project?; Will talent buy into your vision and join you?; What is the revenue model?; When will you break even?; How big is the market?; Who will be the competition?; Is your product/ service/ technology unique? The questions, each more critical than the other never cease. Unfortunately, in the pandemonium, an equally important question loses out: have you thought of your product’s brand name and what should your brand stand for? Egads! Questions and more questions. One hopes that by now the reason for all the above theatrics and hysterics is clear. Typically, brands are worth 10-20% of a company’s capitalisation, often worth even millions and sometimes billions of dollars. Just as naming your new-born baby is important for his unique identity in society, so is naming your brand crucial to your company’s development. No doubt, naming is an emotionally loaded topic, for parents, consumers, organisations and even countries (refer the confusion over naming us India, Bharat or Hindustan?)
Actually the scenario would present an uncomfortable situation for just about anyone in whose life such a momentous event unfolds. Okay, now just imagine a Fortune 500 multi-billion dollar company being confounded with a similar fate. Visualise the mayhem that would be unleashed on the unsuspecting employees, markets, shareholders, debtors, creditors, competitors, not to mention the bewilderment of the consumers. Get the picture? No. Okay. Let’s look at the life-saving questions that neo-entrepreneurs try to answer when launching a new company: Will venture capitalists fund the project?; Will talent buy into your vision and join you?; What is the revenue model?; When will you break even?; How big is the market?; Who will be the competition?; Is your product/ service/ technology unique? The questions, each more critical than the other never cease. Unfortunately, in the pandemonium, an equally important question loses out: have you thought of your product’s brand name and what should your brand stand for? Egads! Questions and more questions. One hopes that by now the reason for all the above theatrics and hysterics is clear. Typically, brands are worth 10-20% of a company’s capitalisation, often worth even millions and sometimes billions of dollars. Just as naming your new-born baby is important for his unique identity in society, so is naming your brand crucial to your company’s development. No doubt, naming is an emotionally loaded topic, for parents, consumers, organisations and even countries (refer the confusion over naming us India, Bharat or Hindustan?)Phonetics, Allusion,Alliteration or Plain Genetics
You could be a chief engineer for General Motors who quits and buys the Maxwell automobile works, and changes the car name to his own. But then everyone 
is not Walter P Chrysler. Be social. Talk to your employees and their families and you could possibly name your car after one of their daughters, Miss Mercedes.You enjoy the Grand Prix! Then you could name the fifth car company to be acquired under your General Motors flagship after your favourite Swiss-born race car driver: Louis Chevrolet. You could be a designer working under the personal supervision of Herr Fuhrer Adolf Hitler on what the latter called “the peoples’ car” – the Volkswagen. Later you could use much of the engine and chassis parts to build a sports car which would bear your name or at least apart of it: Dr Ferdinand Porsche.You could be standing in front of a shaving mirror, in the year 1885 with your razor performing its job as well as always. Suddenly you realise that very little of the blade was actually used in the shaving process.
is not Walter P Chrysler. Be social. Talk to your employees and their families and you could possibly name your car after one of their daughters, Miss Mercedes.You enjoy the Grand Prix! Then you could name the fifth car company to be acquired under your General Motors flagship after your favourite Swiss-born race car driver: Louis Chevrolet. You could be a designer working under the personal supervision of Herr Fuhrer Adolf Hitler on what the latter called “the peoples’ car” – the Volkswagen. Later you could use much of the engine and chassis parts to build a sports car which would bear your name or at least apart of it: Dr Ferdinand Porsche.You could be standing in front of a shaving mirror, in the year 1885 with your razor performing its job as well as always. Suddenly you realise that very little of the blade was actually used in the shaving process. Could there be a new type of blade, one practically all edge. And one that made shaving cuts and accidents nearly impossible… better still disposable. Then before your competition could say ‘Jack Brown’ you designed a blade that was thin, flat, efficient, cheap, and disposable. And well, your surname happened to be Gillette, so you decided to dedicate your idea to yourself. Congratulationsand welcome!You could also be a pharmacist. Not just any pharmacist, but one who invented a “brain tonic” in 1886, which among other ingredients had “the properties of the wonderful Coca plant” and the famous “Cola nuts” and you sell the world’s most valuable brand to be, for five cents per glass. Thanda, really thanda!Maybe, your biggest (and only) client is the Army. So aptly you decide on the name that comes from saying out aloud the Army’s nick name for “General Purpose” or “GP”, and hey pestro, you have a brand new name for your vehicle: Jeep.But then why take the trouble to go through short forms and long forms. All that you could do is recycle an old name, maybe even that of your competitors’. The name Explorer, for instance, was a 1954 Chrysler concept car before it became a Ford sports utility vehicle (SUV). Mahindra’s Scorpio was a name of another automobile elsewhere in the world.
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