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Needless to say, a powerful aspect of product marketing is the product name
itself. Consequently, choosing a name for a product is very important, and companies
which specialize in naming products find their services in high demand. A name
can have up to three functions: - to proclaim a benefit: DieHard, EasyOff, Inspiron,
Achieva, Aspire - to distinguish the company/product from the competition: Zest, fatbrain.com,
Amazon - to offer a new vision: Pentium, Swiffer, Yahoo Start here to read about the experience and practice
of one naming company, Lexicon Branding Inc. of Sausalito, California. To see short lists of product names, go to our product
name page. We are grateful to Prof. Will Leben of Stanford University for assistance with
this Unit.