A name that differentiates your product from similar ones made by
competitors. If a brand name becomes a household word, it develops a vitality
of its own, and can, e.g., be slapped on product far removed from the core
competencies of a corporation/entity. A Vanilla Ice film. A
Microsoft Unix. Pepsiwear - The Choice of a New Generation of human billboards. Michael Jordan cologne. The capitalist balloon floats, in
part, on the hot air of brand-name splendor.