The Science Behind Naming Products and Companies

Vudu. JooJoo. Boorah. It almost seems as if companies are just randomly picking names for their latest product or the company, out of a hat. But consumers would be surprised at how much actual thought (and money) goes into the process of dubbing a tobacco maker Altria or an instant coffee Via.

How much is a name worth?

In the grand scheme of things, I have to admit that "Bruce" isn't a bad name. Although there were some unfortunate "Bruce the Moose" and "Goosey...