After a recent disappointment with a brand name laptop, SHERYL GOLDSTUCK explains why a name is not what matters.

It’s one thing to mispronounce your neighbor’s name, and a whole other to actually go to a store looking for NAIK shoes only to realize not a single store assistant is taking you seriously. Or telling ...

Selecting a brand name for a company or its products or services is often one of the most challenging and complex initiatives that a company can undertake. At the heart of the issue is the desire to ...