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According to the new formal study on this subject by ABC Namebank of the 500 million business names world-wide, only some 100,000 names are well-known in their local markets and only 1000 are globally recognized. During last century, most corporations
felt very confident and smudged investing unlimited budgets to create distinct logos and felt that their non-exclusive name with some distinct logo provided them that unique trademark protection. This is how thousands of identical name brands like National, Dynamic, and Quantum came about. This short-sighted naming is going to be fully tested. Names like Sony, Microsoft, Panasonic, or Rolex never had to worry as they already have Five Star Standard Status.

ICANN suggestions of auctions creating the billion dollar domain babies is very problematic, as in each country, there are always some gizzillionaires that want to cherry-pick the top brand name identities. A moderate fee-based system under the common laws of intellectual property is the best way forward.

The move to open domain suffixes is very mature and positive, and so is the opening into other languages, both moves are to bring a billion more Internet users and hundreds of millions of new customers online, but the old-fashioned name identities will no longer have a place on this new global arena.

As the auction issue heats up and many sudden changes shake the foundation of the oldest and the biggest name brands around the world and those who are aggressively engaged today in getting the deeper understanding and evaluation their current name identities have some chance, the rest are really headed to be drowned in the biggest domain flood of the century. Best learn to swim like a shark.

Concluded.

Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com
Article posted on August 18, 2008.