Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus subunit levels are also considered. Strategic recommendations for the company's brand architecture and its unifying corporate values provide background for the naming decision at hand. May be used with: (9-500-054) Selecting a New Name for Security Capital Pacific Trust; (9-500-055) Claiborne Asks Web Surfers to Name New Line; (9-502-034) Naming the Edsel (Condensed); (9-500-060) Computer Power Group: Designing Brand Architecture; (DMI001) Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies.