In the UK there are many publications which use the word 'What' to begin their title.. eg. WhatCar? WhatHome? What Guitar?.. as such I feel there is a feeling of genuine branding for the What prefix...
(In the UK we also have 'Which' magazines too).
For the US visitors are there many 'What.....?' publications in your country. Do recognise the concept of 'What' as a branded term?
I wouldn't think that it has brand equity here in the US. Atleast not here in the south east.
