ALLEN SZROLOVITS

ALLEN SZROLOVITS is the most opaque of the batch, with a surname that gives little immediate help to anyone outside the circle that already knows it. By our assessment, it has the same basic strength as the other personal-name firms here: it sounds like a real business name, serious and private, rather than a marketing invention. The weakness is stronger too, because the name offers no hint at industry, product, or service, so it relies entirely on prior recognition. In practice, that can suit a small professional office or family business where the name itself is the brand, but it is poor at first glance. It sits far from descriptive company names and even farther from consumer brands that explain themselves on the tin. The result is respectable but narrowly useful, and the reader has to bring the context from elsewhere.