After you have registered your business, you begin to think of production & marketing. In marketing, you think about the different names that you give to your products, the new logo, the visiting card, et all. How much money or time should you spent on it. It is rather tricky question. What matters really are the 4 P's. Product, Placement, Price & Positioning.
If you go out there or read the Brand Equity or other marketing publication, you will see that there is no perfect name or logo. You will find both simple & complex names. Some have meanings, others are just symbols or names. For example, Dove & Tresemme, both are hair brands. But while Dove truly signifies the softness of shampoo, Tresemme does not do anything. But Dove does a lot of advertising, it is hammering it's name, it has positioned itself as top end of softness and truly distinguished itself with its price. I have even seen some use Dove just on face, just because of the cost. Would it have mattered if Dove name would have been, say LirVa. Not really. It not only has good quality, good advertisement, good Positioning, but also good distribution. You take any of it away from Dove & examine if Dove would have been as successful.
Your name should be unique, no doubt. But name should be last thing on your mind. I know that Good things without name can be as successful as some thing with carefully thought out name. If you don't believe me, just remember the most successful car of India which had no name. It's engine cc became it's name - Maruti 800.
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