What's more, a consumer's positive, beneficial experience must be repeatable and not merely a one-time-only event. The consumer needs to be oriented in a way that ensures consistent quality. He or she must be able to know for a fact that the product being offered has the same origin as the one he or she already associates with a good experience. Consequently, the uniqueness of the name must be ensured. That is why the name must be placed under trademark protection.
If the product is to be offered on several different markets, then linguistic and cultural aspects of the relevant markets also have to be observed. For example, the name should not be unpronounceable in any relevant language, nor should it have a derogatory meaning. The name must also be available and protectable under trademark law in this particular language and this particular country. More...