It may be the only mechanism in service organizations that enables them to stand apart from their competitors. If your name is weak, your image will be weak in the following ways. People forget such names because they have no distinction. Yet they're used in many applications where a company could be conveying a message to its market. A name can't serve as an asset for a company unless it has inherent value.
Interesting names position a company externally and attract good people internally.
Descriptive, lacking distinction Another typical problem with names occurs when they are only descriptive of the company's products or services. Accomplishing nothing for the company other than generic identification, they fail as marketing tools and make poor use of their print. Yet in the above example, a service of that kind is selling creativity. You may not like the name but you will remember it and it will create an impression. A good identity basis ensures that the impression is the one its owner wants.