What’s In A Name? Everything!

Brand equity consultants and marketing gurus have for years preached the importance of having a distinctive brand name as it is one of the most important factors that differentiates or distinguishes one product from another. To achieve a high level of distinctiveness, a variety of brand-building strategies have been proffered, and to prevent a loss of legal rights to the brand, a number of brand-protection techniques – defensively and offensively – have been employed to ensure the brand's exclusive domain and legal longevity. Nowhere is this more critical than in the gaming industry where often a product lives or dies depending entirely on its loyal following and recognition index.