ETA claimed that Slims referred to the thickness of the chip whereas the prosecution argued that the name Slims implied the product would make you thinner. The name Slims cost ETA a hefty sum in fines. There are five types of names that inflict harm. A name you can't own. A name that gives the wrong impression.
Poor names turn customers away.
The name Ancient Treasures wouldn't help sell brand-new furniture but it would help sell antiques. A name that causes confusion. If the name you select closely resembles the name of another competitor some customers will inevitably end up at the wrong address or buy the wrong products. In Auckland there are seven computer resellers named Compu something - Compucon, Compugear, Compulink, Compumax, Compuspec, Compusoft, and Computek. A name that is long and complicated.