1.   The name can convey a highly specific meaning or less than nothing, depending on your audience.

2.   The company wanted the new name to convey the changes brought about by the acquisition of Benham and the merger of the two fund families into a third.

3.   Their names conveyed power and identity in a new place.

4.   Yet while specific products might rely on their brand names only for an edgy cachet, company names can convey a deeper meaning.