C.C. Lemon isn't just the name of a soft drink — it's also the name of a famous concert hall in Tokyo more popularly known as Shibuko — a mecca for aspiring rock stars throughout Japan.

But the well-known site, formally renamed Shibuya C.C. Lemon Hall in 2006, will shed its new moniker in October after beverage maker Suntory Holdings Ltd.'s ¥80 million naming-rights contract with Shibuya Ward — the facility's owner — expires, allowing it to go back to its original name, Shibuya Kokaido Hall.

Here are some questions and answers on the growing trend of naming rights.