Brand names are made up of up to six characters. The first letter identifies the firm marketing the brand (M, R, S, T, L or N). The second letter must be an 'O' for a Sonite or an 'E' for a Vodite. The other characters can be letters or numbers and can be freely chosen by each firm to generate different brand names.
For instance, brands TONE and TOPS would be Sonites marketed by firm TIGERS, while MEGA and MEMO would be Vodites marketed by company MARMOTS. All new brands must follow these conventions and must have different names. The selected name has no influence on the market response to the brand.