RIF CORPORATION

RIF CORPORATION is the kind of company name that could cover almost anything, and that is its main problem. By our assessment, it reads like a holding company, a trading outfit, or a generic business brand rather than a clearly described firm with one obvious line of work. The upside of that breadth is that it sounds adaptable; the downside is that it tells you very little. In practice, the name has the dry feel of a registry entry, not the clarity of a company that puts its activity up front. Compared with names that say what they sell or build, this one sits on the vague side of the field. It is hard to rate it higher than average when the public face is so spare.