A paper just out from the University of Buffalo and Finland's University of Oulu empirically shows that names can have a significant impact on sales. As if we didn't know. But interestingly the study was done on hedge fund names - a highly considered purchase by well-informed buyers - and it found that names with gravitas had better sales than those with names that are seen as less weighty.
Uppercase has long maintained this with both evidence and instinct, and now here is international research not just bearing this out (again) but demonstrating it in even the most sophisticated of purchases.
Hedge funds hold billions of dollars in investments. Seems like a no brainer to invest in an extraordinary brand name for themselves.