For new and existing businesses it is important to think about a "brand name". This video is a concise and useful presentation to think about when considering your companies merk name.
In rare cases like Google it may not matter that much. Many experts would claim that the merk name Google was not such a wise choice, however if your company becomes the most financially successful company in the history of business like Google is, perhaps your merk name choice is not as important.
However for 99% of businesses the creation and marketing of your merk name is extremely important for long term success.
However for 99% of businesses the creation and marketing of your merk name is extremely important for long term success.