Business Names & Slogan Cheat Sheet 2026

The 30 highest-yield Business Names & Slogan facts, distilled from real exam questions. Print it, save it as a PDF, or study it here — free, no sign-up.

1. Which brand's slogan "Breakfast of Champions" links its cereal to athletic success? → Wheaties
2. Why are shorter brand phrases more effective? → They are more concise and to the point.
3. "Melts in Your Mouth, Not in Your Hands" is the classic slogan of which candy brand? → M&M's
4. Which naming approach combines two existing words to create a new brand name, like 'Facebook' or 'YouTube'? → Compound naming
5. What does BizNameWiz do? → suggests two-word keywords
6. How long is a trademark valid for? → 10 years
7. Which scenario illustrates a 'generic' name that cannot be trademarked? → Calling a bicycle shop simply 'Bicycle Shop'
8. "Snap! Crackle! Pop!" is associated with which cereal brand? → Rice Krispies
9. Which naming strategy uses made-up words with no prior meaning, like 'Kodak' or 'Xerox'? → Invented/coined naming
10. Which slogan strategy positions a brand against a specific competitor, like Pepsi's 'The Choice of a New Generation'? → Competitive/comparative positioning
11. What is the purpose of a slogan? → To be remembered
12. In trademark law, which type of name receives the strongest protection? → Fanciful invented names like 'Kodak'
13. What is 'cybersquatting' in relation to business names? → Registering domain names that match trademarks in bad faith to sell them at a profit
14. What is a 'consent agreement' in trademark law? → A formal agreement between two trademark owners allowing both to use similar marks
15. "Red Bull Gives You Wings" primarily communicates what kind of benefit? → An emotional and energizing benefit
16. A "DBA" filing allows a business to do what? → Operate under a name different from its legal name
17. Which car brand uses the slogan "The Ultimate Driving Machine"? → BMW
18. How long does a federal trademark registration last in the United States? → 10 years, renewable indefinitely every 10 years
19. What does 'trade dress' refer to in the context of brand protection? → The overall visual appearance and design elements that identify a brand's products
20. A business name that is a common word applied in an unrelated context, such as 'Apple' for a tech company, is called what? → Arbitrary name
21. Which company's slogan reads "Think Different"? → Apple
22. Which company's slogan is "15 Minutes Could Save You 15% or More on Car Insurance"? → GEICO
23. Before choosing a business name in the US, which database should you search to check for federal trademark conflicts? → The USPTO trademark database (TESS)
24. What does 'brand name truncation' mean as a naming technique? → Shortening a longer word or phrase to create a simpler brand name
25. What is 'direct navigation traffic' and why is it valuable for brands with strong names? → Users typing a brand's URL directly into the browser without using a search engine
26. Which characteristic generally makes a business name easiest to trademark? → It is invented or fanciful, like "Kodak"
27. What psychological technique does the slogan 'Because You're Worth It' (L'Oréal) use? → Flattery and identity affirmation — speaking directly to the consumer's self-worth
28. What type of naming technique creates a completely invented word with no prior meaning, like 'Kodak'? → Coined/Fabricated naming
29. What is 'brand positioning' in relation to business naming? → Defining how a brand occupies a distinct place in the target customer's mind
30. How many syllables should a business name ideally have? → 1-2