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Name
The first thing that a company needs is a name. Regardless of what the company does it is the name that introduces the company to its audience. The name is the first contact, the first link to a person’s consciousness. It endows a company with character, personality and distinction to make it acceptable or even desirable (Charmasson).

There are four key attributes of a good company name:

1. It must be on target; that is to say that it must address the intended audience.
   
   
2. It must be motivating; it must cause it’s audience to choose it over others.
   
   
3. It must be memorable; it must stay on the intended audience’s mind.
   
   
4. It must be strong legally; that is, it must be distinctive.