They go through multiphase marketing strategies to come up with that perfect name. But small VARs can do the same. Think about some of the product or business names you come across on a daily basis. Some of these names are meaningful within the industry. They tell the customer what the business does or who they are.
Some names just sound good.
Others play off popular themes or concepts. A company name represents the core of what a company is-to its customers, to its vendors and to its employees. Many a company has changed their corporate slogan and even their corporate names to more clearly identify themselves within their businesses sector. A business name can be used as an asset. If it is constructed properly, it becomes both a tangible and intangible asset because it is synonymous with the business.