Brand names play an important role in determining the success or failure of a new product or service (Armstrong and Kotler 1997), influencing its acceptance by the public (Charmasson 1998). Thus brand names are a crucial component of marketing strategies. A well-made brand name should suggest positive connotations and the relevance of the product, be short, distinctive and easy to memorize (Robertson 1989; Kohli and LaBanh 1997). In choosing a brand name one should take into account phon…