Two syllables, one with positive association for the masses and the other unexpected. Starbucks is a name that was a winner out of the gate. Not only is this brand short and to the point, the subliminal influence supports duplication of effort for a profit. That's exactly what's needed to keep those cappuccinos endlessly flowing. Look for this company name to continue to maintain a high-level position in corporate history.

People love names that are fun to say, and this one is bound to bring a chuckle or a smile every time it's used. Google is a brand that is memorable and out of the box, and it relates easily to the action of searching. In other words, it's natural to say, "I need to google something." As an added plus, this name is not simply created out of the blue, but rather is derived from a meaningful term already in use, albeit sparsely. Googol is the mathematical term for a 1 followed by 100 zeros.

FedEx was originally founded as Federal Express in 1971 by former marine Fred Smith. He chose the name primarily on the basis of associative power, since he wanted to become a symbol for the national marketplace while getting some assistance in gaining government contracts. (The term federal does double duty in that regard.) FedEx was originally a nickname or abbreviation, but was adopted as the company's official brand in 1994, and the old, longer name was completely eliminated by 2000. Sometimes nicknames are far from beneficial but, in this case, the nickname is a superior option over the original full name.

IBM initially had a VERY boring name: Computing Tabulating Recording Corporation. In 1911, when this enterprise launched, it was common practice for a business to use a name created for primarily descriptive purposes. C-T-R eventually evolved into the International Business Machines Corporation, yet another primarily descriptive and boring name. But it didn't take long for the lengthy brand to shorten into IBM, an excellent choice for a number of reasons. IBM is short and to the point and easily remembered, it hints at the technology it creates, and the subliminal is a perfect match for the company purpose.

Who would ever have thought that the name of a fruit could successfully identify a computer empire? The story goes that Steve Jobs announced to Steve Wozniak that he thought the name Apple for a computer was a whole lot more interesting than any of the technological names they came up with. And as Steve W. said, "You didn't have to have a real specific reason for choosing a name when you were a little tiny company of two people; you could choose any name you wanted." And so it was. Apple Computer was born with two guys who had a dream, and who didn't feel they had to follow any kind of rules when naming their enterprise. As it turns out, they picked a winner. Apple is a brand that sparks cutting edge technological development on an subliminal basis, and it also encourages quick growth and successful marketing.

The Home Depot was originally founded in 1978 in Atlanta, GA by two guys, Bernie Marcus and Arthur Blank, who got fired from Handy Dan's. In less than 10 years, their sales were topping $1 billion annually. There is no doubt that the many positive factors present in this brand have helped this corporation grow to greatness.

• The Home Depot is what's considered a destination name. In other words, it suggests a place to go with just enough association to let customers know what to expect on arrival.
• Psychology was at work here, in the choice of the term Home over House. The former brings a feel of comfort and personalizes what could literally be considered a big, imposing warehouse.
• And, subliminally, this name provides wonderful business support with an extra boost when it comes to "coaching vibes."

This company has also realized that a strong business name can evolve well through changing taglines or slogans that represent a current goal or mood. First it was "The Home Depot: Where the price is just the beginning." This changed to "When you're at the Home Depot, you'll feel right at home." Then we had "You can do it. We can help." And their latest is "More saving. More doing." The Home Depot is definitely a corporation that is doing its best to get it right!

Toyota Motor Corporation received its name from Sakichi Toyoda, its founder. However, the company name was changed in order to establish some separation between the founder's professional life and home life. The shift of one little letter from Toyoda to Toyota was also meant to simplify the pronunciation, and to give the company a happy beginning through a name formed by 8 strokes in the formation of the Asian character. Without a doubt, the far eastern cultures have long understood the factors that create energetic effects in language.

Today, one of the most successful auto corporations in the world has a name that is not only lucky in Japanese characters, but also carries an extremely strong subliminal in the English language. There is one possible cloud on the horizon, however. The name Toyota is subliminally set to support practical ventures with very little innovation. As Toyota has attempted to branch out and become more creative, financial challenges have arisen. If the trend for innovation continues, it may well be time to adopt a new name, one that will support inventive change.

Many of today's most successful companies have evolved through a series of adjusted names; the Target Corporation is no exception. Target actually got its start as the Dayton Dry Goods Company in 1902. It wasn't until 1962 that discount merchandising was introduced and a new name was chosen to support the new concept. The enterprise idea that was first fueled by a desire to differentiate eventually grew into an operation that far outshone the parent company concept. Who doesn't want to hit their "target" when they set out for a few hours of shopping?

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