http://isbm.smeal.psu.edu/library/working-paper-articles/1995-working-papers/12-1995-creating-effective-brand-names.pdf http://isbm.smeal.psu.edu/library/workin

http://isbm.smeal.psu.edu/library/working-paper-articles/1995-working-papers/12-1995-creating-effective-brand-names.pdf http://isbm.smeal.psu.edu/library/working-paper-articles/199... http://www.sciencedirect.com/science/article/pii/S0148296304001602 http://www.sciencedirect.com/science/article/pii/S0148296304... Consequently naming is not the end all be all of branding. But studies have shown that a name's: connotations, imagery, and ability to generate "top of mind awareness", has proven to generate equity and favorably move a company upwards in consumer preference ranking. This may be diluted at when a company reaches a certain critical mass. But consider this: Why wouldn't you want a name that's expressive to: who you are, and what you do as a company? It makes you much easier to remember and talk about. If you search brand name in google scholar there's many more interesting studies on this subject. tldr: It's not everything but it certainly helps.