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Yes, I went all Shakespearean on the headline. I blame all the publicity about finding King Richard III in a Council car park in...
“A rose by any other name would smell as sweet,” the Bard of Avon wrote, memorably. But it is not a spirit that is widely imbibed in the world of business. The easier thing is to simply copy the name, or, shall we say, brand. Just what is the importance of a business name?