Finding unclaimed or unregistered names for companies, products
and services is getting harder, say marketing and communications
executives at U.S. corporations. More than two-thirds of 400
executives responding to a poll by marketing agency Rivkin &
Associates Inc., Midland Park, N.J., say finding appropriate new names
is more difficult than five years ago. As PR NEWS reported earlier
this year (April 15, p. 3), a loosening of laws regulating filings
with the U.S. Patent and Trademark Office fueled the naming surge--
allowing registration before a name is used in the marketplace.
"Companies are banking names for future use," said agency president
Steve Rivkin.