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Naming Names

Why a good business plan can help you name your company

This story appears in the May 2000 issue of Business Start-Ups magazine.

When you name your , you're giving birth to a .In time, your will represent a rich and variedcombination of positive expectations and experiences in the mindsof your customers. The name should complement those expectationsand experiences. That's why you should use your business planas a blueprint for developing a name.

A good business plan defines your product or service, yourcustomers, your competition and your business category. It outlinesgoals for short- and long-term growth and identifies attributesthat will allow your business to be competitive and successful.Elements in your business plan form the framework for a brandstrategy and lead to critical issues to consider when determining aname:

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