… choosing words as trademarks. NOAD2 on trademark:
a symbol, word, or words legally registered or established by use as representing a company or product
Such words often come with associations to existing words, or parts of words, in the language, and sometimes there are official origin stories that invoke these associations, though the official stories often just scratch the surface of the full set of associations.
Which brings me back to my posting of the 16th on the Parisian home furnishing company FLEUX’ (and its mascot, Zwicky le Chat): where does the company name come from? (and why is the cat named Zwicky?)