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

Amazon

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.

Nike

Americans and legions of sneaker-wearing folks across the globe are so familiar with the Nike brand that its etymology likely goes unquestioned. Even diehard fans of Air Jordans probably know far more about their slam-dunking namesake (Michael Jordan, in case you never turned on the television in the 1980s or 90s) than they do about the Greek goddess who inspired the eponymous brand.

In Greek mythology, Nike is the goddess of victory. She is commonly depicted with outstretched wings, carrying a wreath or palm branch as a symbol of her triumph. The Ancient Greeks would probably not be surprised to find out that Nike beat out brands like Louis Vuitton and Ralph Lauren to become 2015s most valuable apparel brand.

Nike didnt always have a victorious name nor the telltale swoosh. When the company was founded in 1964, it was called Blue Ribbon Sports - which was probably too long to neatly fit a swoosh underneath. The catalyst for the name change was Blue Ribbons first full-time employee, Jeff Johnson, who convinced his team that successful brand names had two essential qualities. First, they were short. Second, they contained an exotic letter, such as an X, K or Z.

Where did Mr. Johnson gain this latter piece of marketing wisdom? An airline magazine. Lesson learned:Keep it short and a little exotic.

Discuss brand equity and brand knowledge. Apply your discussion to all the two brands above.