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. 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 Sonite products marketed by firm TIGERS. 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.