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In a recent study by ABC Namebank, where the top 20% corporations of the world were analyzed to measure the effectiveness of their name identities in direct relation of having an exclusive and 100% ownership of the intellectual property asset by their own
masters of the brand. This is not only an absolute pre-requisite to gain entry into the final circle of fame and glory, but also the most economical way to gain entry to the global mindshare. In this study, the 99.3% of businesses failed. The applied process was the most stringent test of the Five Star Standard of Naming, available on the Internet. Most earned 1-2 Star Status, where it can mathematically be proven that their marketing and advertising dollar not only being mostly wasted, but eventually, the identity will fade away in time.

The advertising industry seriously disagrees with these ranking approaches and puts extraordinary emphasis on its main logo-slogan driven trade pushing image building campaigns as big winners, but refuses to accept the global trademark ownership as the final and ultimate test and the Five Star ranking. A large number of corporations also refuse to accept the validity of such name ranking and deny that there is anything wrong with their names despite glaringly huge name confusions and serious language and TM conflicts. The main problem is no one wishes to have this subject openly discussed at the CEO level. However, the majority new comers of the big game are now accepting this premise, and have started to recognize the Five Star Standard.

This accumulation of five stars is what's so common among the world's most powerful brands; SONY, PANASONIC, MICROSOFT, ROLEX, GOOGLE, CNN, or DISNEYLAND, and so on.

These identities are not only very simple, unique, related to their business, they are also globally protected and accessible worldwide on e-commerce by simply adding .com to the names. They do not carry extra luggage or are burdened rather confusion free, they are recognized and respected all over the globe and no one anywhere around the world doubts their iron-clad and 100% intellectual property ownership to their rightful masters. Confusingly, similar or conflictingly identical names will never achieve this global recognition, period. The Five Star Standard, established some two decades ago, where a single star is awarded to a name-identity for being very simple, one for being very unique, one for being highly related to its core business objective, one for being globally protectable, and lastly one for having acquired a matching dotcom for global e-commerce.

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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