Branding
Unless there is deep understanding of this highly specialized subject, one is simply headed towards oblivion. Corporations can show off their brand identities, but most often, they cannot prove with great confidence their direct ownership of that specific name identity. But identities like Sony, Panasonic, Rolex, and Microsoft do. Both in cyber-space and in print, their unique power of identity is clearly obvious; there is no question about their exclusive ownership claim to their identity.