There are several ways of naming a company. Some brands use the actual names of the product that they sell, while others use the name of the inventor. But lately, a unique style of naming brands is popular in the corporate market. The concept of using analogies and metaphors to name a brand is quite a trend these days.
Although this is a creative concept, sometimes I wonder why companies name themselves to what they don’t actually sell. For example, famous brands like Apple and Orange don’t really sell fruits, but are still named that way. Now I don’t mean to ridicule this creative concept, because being a graphic designer, I realize that there is a deep theory behind the making of every brand identity. But just to give it a thought, in what cases is this concept of naming really successful? [read]