More thoughts about the perils, pitfalls and potentials involved in choosing brand and product names, prompted by the news that Corrections Corporation of America, which runs more than 70 prisons and houses 70,000 inmates around the country, is rebranding as CoreCivic. Mentioned in the  following radio programme from long ago are the Škoda company name, from which the initial Czech ‘sh’ sound has subsequently been dropped for UK ads, and their daring product name Superb which has subsequently  been validated by the car’s success.

The radio discussion took place before the days of podcasts, so this, courtesy of the naming agency Igor, is a transcript.

www.igorinternational.com/press/bbc-naming-a-product-business.php