Eternam

Eternam has the feel of a made-up corporate name, which usually means a holding company, a small brand, or a project vehicle rather than a household business. By our assessment, the strength of that kind of name is that it is short and easy to slot onto a register or contract; the weakness is that it tells the reader almost nothing about what is actually sold or done. In use, such names are tidy but a little blank, and they rely on context to carry the meaning. Eternam therefore sits in the broad category of names that identify a legal entity well enough, while leaving the real substance elsewhere.