Bing was hardly spontaneous for the software giant. It took six months and dozens of experts to settle on the name. Over roughly six weeks they came up with more than 2,000 choices, to 600 then to 60 or so and then down to 8. Another name on that short list was “Hook” along with the eventual codename of Kumo. Bing won out, says Microsoft's Danielle Tiedt, who manages the search engine's marketing, partly because it was close to the "aha!" sound in many languages. "It's short, appealing, memorable, active," says Jeremy Faro, a senior director at branding agency Landor Associates.
More info: BusinessWeek
Source:→ Geek In Disguise