URGENT PLEASE HELP, WRITE 300 WORDS EACH PLEASE AND MAKE SURE TO WRITE THE DEFINITION OF THE MAIN WORDS.

That near-mystical website that delivers everything from Swedish novels to yoga pants to diapers to your front door? Before he created Amazon in 1996, founder Jeff Bezos christened his company Cadabra. That was short for Abracadabra, or the word he felt best conjured the idea that a book would magically appear Abracadabra! - on a customers doorstep.

After Bezos lawyer thought cadabra sounded like cadaver, Bezos reconsidered. His perfect name would begin with an A, thus appearing first in the alphabetical listing of a web search. As the largest river in the world - strong, swift and exotic - the Amazon proved to be his ultimate inspiration.

Lesson learned: Founders can be wrong. In fact, Bezos has said himself that leaders who are right a lot are people who often changed their minds. Its clear thats a Bezos wisdom that applies to naming a company.

Discuss any TWO brand elements that successfully develop Amazons brand equity.