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How to create a brand name?

The most important branding decision you will ever make, is how to name your product or service. In the short term, a Brand needs a unique idea or concept. In the long term, a unique idea disapears. All is left is the difference between your Brand and your competitors. For example, the difference between Coca-Cola and Pepsi, or Domninos Pizza, Little Ceasars and Papa Johns, if we talk ab