The most common approach to creating a name for a new company is to use the name of the founder, a geographic reference, product or service description. This approach has limitations however if the company moves, expands or changes its product/service lines, is sold or merged, or changes locations.

A more adaptable and longer lasting Corporate Name may be developed under one of the following categories:

• Attributive – ascribing a peculiar quality or characteristic to the company by its use – ATLAS TIRES, HALLMARK CARDS, FRANKLIN PRINTING, SHARP COPIERS

• Metaphor – use of a word containing an implied benefit by comparison – JIFFY LUBE, ADVENTURE TRAVEL, PAYLESS SHOE SOURCE

• Initials – first letter of a series of words – RCA, IBM, RJR, AAA

• Acronym – utilizing the first few letter of words to create a new one – ALCOA, AMOCO, AMTRAK, FEDEX

• Morpheme – combining small meaningful units of language. Often Latin roots – UNIGLOBE, PANASONIC, MICROSOFT, MEMOREX

• Neologism – random letters creating a non-existant word with a desired look or sound – KODAK, CLOROX, XEROX, EXXON

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