‘The Branded Gentry’, by Charles Vallance and David Hopper

We care because our name’s on it. This was the slogan used by Warburtons, the family-owned bakery company, to set itself apart from its rivals, most of which had impersonal names like Premier Foods or Allied Bakeries.

Is this just a marketing ploy, or do people actually prefer to buy from a company that has the same name as the person who owns and runs it? The answer is not obvious. Entrepreneurs often choose to use an invented brand name rather than their own. Branson Atlantic sounds less inviting than Virgin Atlantic, and Apple might not be the company that it is today if it had followed the example of its Silicon Valley predecessor, Hewlett Packard, and called itself Jobs Wozniak, after the two founders.

On the other hand, there are cases where the company and its products are so closely identified with a single individual that the use of his or her name is entirely appropriate.