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We human beings have 1. a tendency
to give names to almost everything. It is our innate
desire
 
 
to 2. keep things uncomplicated and refer to other people or things by simple names. But how is choosing a
 
 
name for 3. a business or a brand different from choosing a name, for example, for a newly-born
 
 
girl. David Price 4.specializes in names for resorts and residential properties and according to
 
 
him; the two processes are 5. fundamentally
different. While one has 6. the freedom of choosing
 
 
any kind of name for a newborn, no matter how peculiar it is, specialists in names for businesses and
 
 
brands have 7. certain criteria to follow when they are deciding on an appropriate name.    
 
     
 
The major criterion
, as David is almost always told by his clients in Hong Kong, is that the name  
 
 
8. must sound prestigious He is often given the address of the building and is told how tall it is going to be.
 
 
Based on this little information, he is instructed to 9. derive a name before a deadline. He then spends the rest
 
 
of the time 10. deciding on a prestigious name.   .
 
     
 
David is not surprised any more when he finds out that 11. none of his suggested names are
 
 
ultimately used by the clients. Over time, he has come to know that 12. his definition of prestigious
 
  is somewhat different from his clients'. He believes that there is no point suggesting names which are  
 
13. tasteful or descriptive as the clients prefer names related to wealth and achievement.
 
     
 
David also has clients in other countries. It is not 15. unreasonable to expect these clients to fly David to the place
 
 
where the property is so that he could actually see 16. the location and the surrounding
 
 
areas. In reality, that is not how it is. He is simply sent 17.a picture of the property and told to
 
 
18. generate
a name relying
merely
on the picture. Sometimes, his suggested names may have
 
 
19. an inappropriate meaning in local language and therefore, he usually has to send names more than once.
 
     
 
What is really surprising is the fact that builders spend20. billions of dollars on the property so what is the big
 
 
ask in spending a little more on 21. generating a name that could pull the entire concept together? Perhaps
 
 
22. the sense of prestige is no lighter than the building itself .
 
     
  Source: Adapted from an article by David Price, p. 11, English Street, December 9, 2008