There are three basic categories of brand (or corporate) name. The descriptive name describes the product or service for which it is intended, e.g., Talking Pages. An associative name alludes to an aspect or benefit of the product or service, often by means of an original or striking image or idea, e.g., VISA. A freestanding name has no link to the product or service, but might have a meaning of its own, e.g., Penguin.