I'm Elizabeth Hotson and in today's Business Daily, I'll be asking what's in a name and why does it matter?

When people first hear of your brand, they have nothing to go by. So they start looking for information and the most logical place to look is the name itself.

And that got me thinking, could I come up with the perfect

formula to choose a name for a product of my own? Apparently, it's all down to what makes it into the

magic bucket. We try and fill up those buckets with all different types of names that come to mind.

And it's really good to get rid of some of the rubbish ones. And then from that, you can go back through those buckets and see which might sound like a brand

or might have something that we could use.

This is Business Daily from the BBC.

Big Grand Prix. Big brands have been in the news. Say baby, I love you. You ain't running game.

Say my name, say my name.

Big brands have been in the news a lot lately, whether over their stance on the Black Lives Matter movement or the suspension of advertising on social media platforms.

But rarely is the brand's name itself the cause of controversy. But that's exactly

what happened last year when clothing company Hugo Boss got into a dispute with a small brewery in Wales

called Boss Brewing. Thousands of dollars in legal fees later, Boss Brewing agreed to change the

names of two of its best-selling beers.

Now, you may find it surprising that a huge clothing company was so bothered about a small brewery.

After all, it's difficult to see consumers getting those brands mixed up. But Kate Swain,

head of the UK trademarks, brands and designs team, a law firm Gowling WLG,

says the issues can be more complex than they first seen.

The key question to ask is, would a consumer believe that they are in any way linked?

Would they believe that they could come from the same company, that the same company

could own both rights? And lots of factors come into that assessment. The look, the feel of the

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