STAMFORD, Conn. ( TheStreet) -- Starting a company can be a life-consuming venture for entrepreneurs, so it's understandable that they're often tempted to name their companies after something personal -- a family pet, a street name, the girl who turned them down for prom. But naming a company is not like naming a garage band."Brand names are under the goodwill line of your balance sheet," says Lisa Singer, president and creative director of Namebase, a branding company in Stamford, Conn.
How to Create a Brand Name That Sells
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