Selecting a name for a brand demands the same care and attention as choosing a name for a child. Just as parents wouldn't dream of calling their child "X" because the name has no personality, companies wouldn't call their brand "X" because it doesn't convey a distinct product identity. Even so, many companies seem to underestimate the importance of nomenclature, as demonstrated by the increasing number of sound-alike brand names. For example, the suffix "choice" has become almost as common ...

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