TROLL PROPERTIES, INC.

TROLL PROPERTIES, INC. sounds like a property company, but the name is so theatrical that it says more about branding than about a clear business. By our assessment, it is the sort of company that would be read as a holding or real-estate outfit, yet there is nothing in the name to show whether it handles office space, housing, or simple asset ownership. That makes it hard to judge beyond the basic fact that it presents itself as corporate and property-linked. In practice, the impression is neat on paper and vague in substance, which is often what happens when a company name does most of the talking. Against ordinary property firms, it gives away less than a plain name would. TROLL PROPERTIES, INC. is therefore one for formal records, not for anyone looking to understand the business at a glance.