The right brand can help make your business. And with some 177,700 trademarks registered last year alone, it’s harder now than ever to come with a great business name. For a story for Money magazine (see page 2), I researched several tricks to coming up with a money-making moniker. These include first figuring out what you want the name to do for you—to convey a certain emotion? to highlight your competitive advantage?—before starting the naming phase, and adding to the beginning or end of a word (as travel site Expedia or GPS system OnStar did). Read about these tips and more in the January/February issue of Money.