A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust company through the process of selecting a new corporate brand name. May be used with: (9-501-007) Renaming Computer Power Group; (9-500-053) Security Capital Pacific Trust: A Case for Branding; (9-500-055) Claiborne Asks Web Surfers to Name New Line; (9-502-034) Naming the Edsel (Condensed); (DMI001) Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies.