The name can say a lot but also can work in reverse as suggested where the work gives value to the name. But a name can also give apparent value to the work. There are many examples of this with successful businesses. True Value Hardware, Best Buy, Budget car and truck rentals. In fact a name and an add campaign can be so successful that people in effect overlook the fact that the hardware from such a store is far from a good value, the electronic prices are far from best and the rental prices of cars are not in their budget. These names can then take a back seat to the real reason people shop which goes back to the earlier points. They shop at a hardware store because it is right around the corner and convenient rather than going down to Home Depot. Best Buy is easy to get to and they have a large selection. Budget rental car is usually there at the airport and give good service. This is why companies pay for marketing, to find out the real reasons people shop there.
The only thing about ViMuKu is that seems at first glance to be hard to pronounce, is a tad obscure. But if the company is a small boutique that will concentrate on quality products it could catch on. If it was pronounced Vee MOO Koo, it could sound interesting. It just depends on the market and the product for that market and of course the points made by Abracadabra hold true. The product will add value to the name. Starbucks Coffee, Mc Donald’s etc.
The reverse philosophy is true. You can come up with a name catchy enough and that strikes familiarity enough with potential customers that the name itself is a great advertising ploy. This is done all the time with films. The name is very important to getting interest in the movie.
In the end of course if you don’t deliver then the name won’t help you.
But given the product, the name can also be a draw back. It could confuse people and hurt business, or fail to draw the right customers to that type of business.
But I think it would be hard to evaluate a name without knowing what the product was.
