ABSTRACT
Corporations have just recently realized that they are brands. In our modern global village, where the irruption and widespread development of the Internet and worldwide events relayed through global media link us even closer together, corporations’ names and associated signs (marques) are reaching across the continents to touch very broad and diverse audiences, beyond restricted circles of customers and sectorial audiences. Moreover, corporations’ names are associated with a number of values in people’s minds, which may affect their behavior, be they a future employee, investor, supplier, or purchaser. These names encapsulate a reputation.
