The name, the name and one more time the name becomes the heading line of the new business and brand history. It is the first word that introduces the product to a customer whereof he will think in the first instance when the moment of product or partner company choice will come. The good name includes the speck of the invention.  It enters to the markets life, its fans, starting development its own legend in real time. That’s why the development doesn’t run itself. It is a structural process. The mix of the lexis, images, and future associations, that’s the application task that faces the naming creation. And the process of this goal achievement is not just a Scrabble game. The name created on the base of positioning becomes the quintessence of the brand philosophy.