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so what makes a great brand name well as iamp;#39;ve already covered itamp;#39;s not sentimentality and if youamp;#39;re able to remove the task from the business owner or if the business owner is able to step away from that sentimentality then the outcome is far more likely to be effective but there are two main characteristics of a great brand name the first as weamp;#39;ve already covered is memorable it needs to be memorable that is the job of the brand name if the brand name is forgotten if the audience cannot remember what the brand is called then the brand name has failed in its primary task it needs to be remembered if itamp;#39;s catchy and that adds to the memorability great but that is the task of the brand name it needs to be remembered the second characteristic is that it needs to be strategic it needs to help to solidify a position in the mind of the audience and solidify that image of how the brand wants to be remembered so if those two characteristics are included