Review the 2 articles  and answer the questions
1.What are the benefits of getting the name of a business right?  Helmer (2014) and Carr (2012) both address this issue.
2.What are some mistakes, identified by Helmer (2014), that are made by start-up enterprises when selecting a name?
3.According to Carr (2012), how do business names point to the personality of a business?  Can you think of examples you have come across where a businesss name reflects its personality?