AL-QAIDA

AL-QAIDA is a name that carries immediate recognition, but not the kind that makes a company look ordinary or harmless. By our assessment, the main thing to say is that it is associated with militancy and violent extremism, so any discussion of it is about a dangerous political-military network rather than a normal commercial outfit. That also means there is no everyday product experience to weigh up in the usual sense. The downside is obvious enough: the name itself is inseparable from violence and fear, which leaves no room for neutral use. It belongs in the category of groups people know by reputation, not by anything useful or practical it offers.