With the approach of every new year comes the rankings by major periodicals on a variety of measures from most valuable global brands to the most innovative companies. My ranking of the “Best Brand Names” is not constrained by time. If fact, every quantitative measurement has been removed from my assessment. I have purposely ignored a brand’s reputation, its place within the market, even its package design. Fundamentally, the judgment criterion for the “10 Best Brand Names Ever” is one of clearing the slate and imagining the brand at inception, before advertising, promotion and packaging. That is the brand name acid test.