How important is research in Naming? You be the judge...

1. Reebok had to backpedal after it blundered with the launch of a running shoe for women named the INCUBUS. The dictionary says an incubus is “an evil spirit believed to descend upon and have sex with women while they sleep.”

2. British shoemaker Umbro must not have been paying attention. Umbro was denounced in August 2002 as “appallingly insensitive” for using the name ZYKLON for a running shoe. That’s the same name as the lethal gas used in Nazi extermination camps during the Second World War.

3. A food company named its giant burrito a BURRADA. Big mistake. The colloquial meaning of that word is "big mistake."

4. General Motors named a new Chevrolet the BERETTA without getting permission from the Italian arms manufacturer. It cost GM $500,000 to settle the lawsuit.

5. Ford had a problem in Brazil when the PINTO flopped. The company found out that Pinto was Brazilian slang for "tiny male genitals." Ford pried all the nameplates off and substituted the name Corcel, which means "horse."

6. The Thailand off