Brand Names
    OK，so imagine you've thought of a product to make and sell— a game，or an app，or some clothes for example.You know you can sell millions of them，but first of all，you must give the product a name a brand name.And that may not be as easy as you think.
    The brand name is the thing that makes your product stand out from all the others.Businesses spend a lot of time thinking about brand names；when the name has been picked，it's very difficult to change，so companies have to get it right first time.
    So how do you choose a name？A brand name should be special，memorable and easy to understand.It should create some kind of emotional connection with people who buy the product— the target （目标） market.Some companies use the family name.When Henry Ford started making cars，he just called the company Ford.Some companies use wordplay.It's a common technique for naming apps，for example WhatsApp （from the English expression What's up？）.But what do you have to be careful about？Well，you shouldn't choose a name that may not work in certain countries or cultures.Many years ago，a car company produced a new car that they called Nova.They thought it suggested something nice and new，but in Spanish it can be read as no va （"it doesn't go"）.Not a good name for a car in Spain!
    These days，the choice of brand name is quite important if your product is aimed at teenage market.A teacher in an American high school said： 'Teenagers won't buy something that's almost the same or cheaper— simply because they feel they must wear something with the right logo.'
    Companies know that the name isn't everything— the product itself has to be good，of course— it is the most important part of the whole package.

Brand Names	（1） Importance Importance •It's difficult to change once it ìs picked
	（2） Requirements Requirements for a brand name •Special • Memorable • Easy to understand
	How to choose a brand name • Choose from family name • Use wordplay：e.g.jye.ai that（3） the same/similar pronunciation the same/similar pronunciation •Pay attention to （4） cultural difference/misunderstanding cultural difference/misunderstanding •For teenagers，a brand name should stay away from copying other brands
	Conclusion • The product itself plays the most important role. （5） no matter no matter how perfect the brand name is.