Case | HBS Case Collection | January 2000 (Revised April 2000) What's in a Name?

by Myra M. Hart and Sharon Peyus


Three founders of an international Internet company (e-mail-based marketing) struggle with naming the company. As they prepare to invest more than $10 million of first-round venture funding in advertising and marketing, they search for a name that will have power and breadth, but will be simple and functional in many different Asian countries.

Keywords: Business Startups; Venture Capital; Brands and Branding; Internet; Entrepreneurship; Advertising; Marketing; Information Technology Industry; Service Industry; Asia;


Hart, Myra M., and Sharon Peyus. " What's in a Name?" Harvard Business School Case 800-132, January 2000. (Revised April 2000.)