What's in a brand name? Fusion, fruitarian diet and even biological viruses

From cars to fuel to fruity beverages, names play a big role in a brand's life. Is there a science to the process?

It is a new era and that is what Nayara stands for, using a fused word like much of local lingo to convey its intentions, so 'Naya' (new) plus 'Era'.  That is how officials from the Rosneft-owned consortium that now owns Essar Oil explain the logic behind the strange and obscure choice of a name for the fuel. And Bisleri Fonzo, the newly launched fizzy mango drink from Parle, what does that mean? Fonzo is short code for Alphonso, the famed local species of mango, the company said. Not everyone may get it, but the point say experts is that