What’s in a great name? For one, it’s protected. In 2015, there were over 288,000 U.S. trademark applications filed alone. As founder of a naming agency, I’m aware of how hard it is to generate names that are not only unique and relevant but ownable.
Large brands like Under Armour have spent millions of dollars going after even the smallest companies to protect their name. Recently, they pursued a small family business named Armor & Glory, requiring they “destroy all products, hand over its domain name and any profits, and pay Under Armour’s attorney’s fees and damages of $100,000 or more.”