[AlphaScent]

How has no one said, Cahn-Ingold-Prelog.  Google that and it will explain that type of naming system for olefins.

Common name vs. IUPAC, we meet again.  I am a common name guy.  Wanted to say (E)-2-bromocinnamic acid, but alas it was already said when I got to the bottom. 

As an aside, Borek just cracked me up.  Thank you sincerely, I have been working for 12 hours straight in the lab and that just made my day.  Especially coming from you.  ze zame zide.  hilarious...