EUROVIEW

EUROVIEW sounds broad and polished, but as a company name it stays frustratingly noncommittal, and by our assessment that makes it more label than explanation. It could fit many kinds of firms — media, consulting, property, software — which is handy for a brand and bad for anyone trying to guess what sits behind it. The strength is the clean, easy-to-remember shape; the downside is that it carries almost no built-in information. In practice a name like this works only once the business around it has a reputation of its own, because the word itself does little heavy lifting. That leaves it in the middle of the pack: usable as a corporate name, thin as a guide.