Equimark Corporation

Equimark Corporation sounds broad enough to cover almost anything, which is exactly the problem with it. By our assessment, that kind of name is useful only when the underlying business is already known, because the brand itself gives away very little. The upside of a neutral corporate name is flexibility; the downside is that it carries little color or public meaning on its own. In practice, a name like this tends to live in filings, ownership charts, or internal discussions rather than on a storefront. It sits at the vague end of the company spectrum, where the reader has to look elsewhere for the real business. Equimark Corporation is the sort of name that needs context before it says much at all.