What’s In a Name?

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Finding just the right name for your business, product or service isn’t an easy task. First, you need to find a name that isn’t already being used, or one that could be considered confusingly similar to one already in use, so as to avoid trademark disputes. You also need to find one that speaks to consumers and entices them to purchase your product or service or come to your place of business.

In today’s Star Tribune business section, there is an interesting article about the new name that Kraft has chosen for its new global snack business: Mondenelez. The name is an interpretation of a mash-up of the Latin words for “world” and “delicious,” according to the article.

The article describes in depth the process that Kraft undertook to find a name that worked. Did they succeed? What do you think?


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