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If a brand logo is a visual mark of ownership of a company, product, service or person and symbolizes the differentiating promise of value that brand boasts, then a brand name stands for the verbal and written ownership of that promise of value and symbolizes it phonically each time the name is uttered. Overtime, if your brand delivers on this promise without fail, then your brand name will come to symbolize that value concept in the minds of your market. In many instances, a name can become the verb that stands for the value concept. FedEx it. Google it. Xerox it. (Clearly, the inventor of the facsimile machine didn’t hire a branding agency. Fax it. Oops!)

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Brand naming drives brand launch success.


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