There’s no magic formula for choosing a brand name.

To make matters worse, even when you discover what

you think is the perfect name, you’ll continuously second guess yourself. Most understand the basics of forming
a memorable brand name: keep it simple, short, unique, flexible and easy to pronounce. But then it starts to get
a little grey. Should it be suggestive or descriptive? Empty vessel or compound? Acronym or misspelled? Or
perhaps a real word like Apple or Amazon?

Leather Properties
The physical properties which make leather a unique and valuable material for upholstery purposes
includes:

 High tensile strength

 Resistance to tear

 High resistance to flexing

 High resistance to puncture

 Good heat insulation

 Leather contains a great deal of air, which is a poor conductor of heat. This is an
important comfort consideration.

 Permeability to water vapour

Leather fibres will hold large quantities of water vapour. This property enables leather to absorb
perspiration, which is later dissipated. A

significant factor in comfort.

Thermostatic properties

 Leather is warm in winter and cool in summer.

Mouldability
  Leather can be moulded and will retain its new shape. It has both elastic and plastic
properties in wear.

Resistance to wet and dry abrasion

 These properties, concerned with wear and maintenance, are controlled by the tannage
and surface finish. These have now reached high levels of excellence.

Resistance to fire

 Leather is inherently resistant to heat and flame.

Resistance to fungi

 Leather is resistant to mildew.

Resistance to chemical attack

 The atmosphere of modern cities is polluted from the burning of carbon fuels with
sulphur dioxide gas, which can accelerate the deterioration of leather. Modern leathers are
tanned and dressed to resist these harmful chemicals.