Brand Management

According to Wikipedia

"A good brand name should:

• be protected (or at least protectable) under trademark law.

• be easy to pronounce.

• be easy to remember.

• be easy to recognize.

• be easy to translate into all languages in the markets where the brand will be used.

• attract attention.

• suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection.)

• suggest the company or product image.

• distinguish the product's positioning relative to the competition.

• be attractive.

• stand out among a group of other brands. "

How can you be sure that your brand is managed appropriately?  Ask a professional.  Branding will make or break your company.  Yes, it is that important!