The fundamental element in a brand identity, whether of organization, product, or service, individually or in portfolio form. The name is the most important element of brand identity. The science of naming brands, organizations, services, and products has become vastly more complex because of the World Wide Web, and the difficulties of selecting a plain and descriptive name, because there are so few which remain available on the Web. Most companies now require a URL and a web address for e-mail purposes. The paucity of plain, descriptive names has meant that there has been an effusion of fanciful neologisms and fusion words that have no direct description of the company's products and services. Naming has become a complex science.