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What's in a name? Virgin Biznet aims for recognition

By Tony Hallett

Published: 8 December 1999 13:52 GMT

Virgin Biznet, the Virgin Net subsidiary set up to serve small (1-20 employees) UK businesses, has published research showing many of its target users underestimate the importance of their name in the age of the Internet.

A survey conducted by NOP found 68 per cent of companies consider their name to be of "great importance to sales", yet few give much thought to the naming process when starting out.

Professor Cary Cooper, an organisational psychologist at University of Manchester Institute of Science and Technology (UMIST), said problems arise when firms start to grow, and using the Internet drives home the importance of a distinctive moniker.

Virgin Biznet said it will now name and register domain names for small businesses developing an online presence.

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