Subscribe to Entrepreneur for $5

The Name Game

From your home to every household in America, how to make your company name ring clear

This story appears in the February 2000 issue of

What's in a name? Plenty, when it comes to marketing your business, according to Kathleen Allen, a professor at USC's Greif Center of Entrepreneurship.

Just look at Starbucks, the coffeehouse chain that pulls in business with its name alone. Starbucks just happens to be named after a character in Moby Dick, though not every entrepreneur should head for the classics when looking for a company name.

Continue reading this article - and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.

Entrepreneur Editors' Picks