Noncewords as brandnames are nothing new. But hey, this one is really good dont you think? 

The trick is that it looks like the word "chocoboom". But it is not, because it is written in ukrainian using ukrainian letters that look like english letters. 

It actually reads "сносовоом" aka "snosovoom". I really the way this word sounds - it is like a spell that sucks you into that haunting state where everything is still and you understand the connections between the things.