It’s a fun and useful exercise to think of well-known brands (and your competition) and discern the words they own. In the end, that’s what branding is all about: owning a small piece of the mind-space within a company’s targeted market, whether that’s in a local neighborhood, an industry segment, or the world. If you want to hurt a competitor, steal its word, as Google did with Yahoo, becoming the “search” engine of choice.
