Nike耐克
Originally founded as a distributor for Japanese running shoes, the company was originally named BRS, or Blue Ribbon Sports. In 1971, BRS introduced its own soccer shoe, a model called Nike, which bore the now-iconic Swoosh. (Nike is also the name for the Greek goddess of victory.) By 1978, the company had officially rechristened itself as Nike, Inc.

Häagen-Dazs哈根达斯
Is it German? Is it Swedish? Dutch, maybe? It might sound luxurious and European, but its origins are distinctly American. Häagen-Dazs ice cream was originally cooked up by Polish immigrants in the Bronx in 1961. The name is actually nonsensical—designed specifically to make Americans think that it’s Scandinavian. But even Scandinavians are fooled by the curious spelling. Since the words don’t mean anything in their languages, people from Sweden, Finland, Denmark, and Norway often assume that they must be German.

Apple Computer苹果电脑
The apple is a deeply mystical, meaningful symbol—it’s the Old Testament manifestation of knowledge and temptation, as well as the impetus for Newton and his theory of gravity. Despite these profound philosophical connotations, Owen Linzmayer’s book Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company suggests that Apple most likely got its name simply because in 1976, cofounder Steve Jobs had been spending a lot of time working with friends on a commune (perhaps tending apple trees?) and liked the way it sounded. Although the founders toyed with other, more technical-sounding names, they couldn’t think of anything they liked more than Apple, so the name stuck.

The right name is integral to a company’s success. No one would be interested in sipping a hot, steaming cup of Pequod coffee, and the Southland Ice Company didn’t hit the big time until it renamed itself after its new, extended operating hours: 7-Eleven. A great origin story is just as crucial as a great product—one more thing that keeps customers guessing, wondering, and buying.

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