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there are an estimated 300 million companies in the world today that's 300 million brands some brands as big as Apple and coca-cola others are smaller than one person business with so many brands in the world it's getting harder to create and find a unique name so how do you create a great brand name how can you play and win the name game you start with three steps first select what type of name you want there are seven different categories of names and pretty much every brand in the world falls within one of these seven categories eponymous names like Disney and Burberry work by embodying the vision and beliefs of their founders these names are okay if you're feeling lazy or just have a big ego adidas is more unique its derive from Adi Dassler the company's founder and Tesla wasn't created by Nikola Tesla he died in 1943 but the name is an homage to Tesla's electrical engineering achievements descriptive names like American Airlines and the home depot work by telling you exactly what the company does but these names can be a mouthful and are much harder to own and protect acronyms like GE and BP are just shorthand versions of descriptive names some acronyms are more strategic Kentucky Fried Chicken switched to KFC because Fried Chicken didn't sound too healthy and the Hong Kong and Shanghai bank changed to eight that changed to hate HSBC to help the bank expand globally real words like uber and slack a rip right out of a dictionary and suggest attributes or benefits uber literally means an outstanding example so it works well for a company with big broad bold ambitions beyond ride-hailing now real words might seem like good ideas but in a world of 300 million companies it's getting harder to find a name had it hard is hard to find any real words left in the dictionary composite names like Facebook and ray-ban are created by gluing two words together these names have a kind of one-two punch and can be really memorable because it's so hard to find real words companies like Kleenex and Pinterest of invented names by changing adding or removing letters for impact now inventing names can be highly unique but if you're not careful they can start to sound like pharmaceutical drugs or worse the name of a sofa from Ikea associative names work by reflecting imagery meaning back to there back to the brand the Amazon in South America is the world's largest river therefore the earth's biggest selection of books clothes content and so on Sirius is the brightest star therefore the radio channels where you can hear the brightest stars of music and entertainment and Red Bull Associates to a drink with bull light qualities such as power and confidence some brands are derived from non-english languages like Samsung which means three stars in Korean Lego means play well in Danish Zappos comes from the Spanish...