Practical requirements of trademarks

To develop a new name and perhaps also a trademark for your concept, can be challenging. You may find criteria and insight to use in e.g. Mollerup's book, Marks of Excellence, page 90-91, it offers a list of practical requirements to consider, such as pronounciation, holding power, and nonverbal sounds.
(Take another look in the book: It is both text and pictures/visualizing in this book, the classification work is based on his PhD. )

Moreover, I may add, as also Hedda aired in the lecture today, creative work can exploit parts of the preexisting (cf de "rare" tingene) AND also break conventions or rules in a trade established. Hedda used the word "røske litt i bransjen," in Norwegian.

Note that insights from the lectures can be used (and referred to) in your reflective writing in the project papers as well.
Keep up the good work!
Birgit