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Refers to the greater value of shorter words used as trademarks. Generally the public prefers brand names with fewer syllables, thus one syllable is very valuable (e.g., Dell, Coke), two also quite valuable (SONY, Levi’s), but the value (and memorize-ability) declines, as the name gets longer. Notably, Coke is an abbreviation of a four syllable mark, Levi’s of a three syllable mark (Levi Straus), both were commonly used by the public for some time before their owners recognized their value. See Two Syllable Rule.