Creating the name for a company, product, or brand is simplified with the knowledge presented in this practical and inspiring guide. Beginning with advice on how to select a name that differentiates the company and product line from all others in the marketplace, this handbook covers the often overlooked legal and linguistic implications of a name, as well as how to market the brand and convince  people both internally and in the outside world that the chosen name is the best choice. Current naming trends and the lessons learned from failed experiments are provided as experiences from which to draw inspiration.