What's in a name?
For business owners that want to get ahead, it pays to pick a memorable name.
US researchers reckon having a name that's easy to say and to remember will attract more customers and investors.
The team from Princeton University asked undergraduates to read out the names of 89 stock exchange companies and rate them on how easy they were to pronounce.
A year on, and the ten companies with the most user-friendly names were making much more of a profit than those that the students found most difficult to say.
