What Should My Bundle Identifier Be?

In the HowTo for APP IDs, the instructions say:
"During the application build process, Xcode will append any CF Bundle ID you specify in your Xcode project to the App ID in your provisioning profile."

What should the Bundle Identifier be?
- No entry at all in the info.plist file
- Or, *
- Or, com.CompanyName.AppName (like in OSX, mine is com.sayware.baseconverter)
- Or, AppName
- OR.....something else

IF it is the com.CompanyName.AppName, then what rules are there for the fields? What I mean is, does the company name have to match(spelling) or exactly match (spelling and capitalization). Does it have to match the company name in your profile, or in the provisioning profile? Does the AppName have to match something, like the application name in the program portal?

I am having no luck uploading my app to the appStore. I tried it again this morning with a "new" application to see what the web-based uploader would tell me. I am getting the error that the info.plist file cannot be found, or is corrupt and cannot be parsed. It is there, I checked the package contents after building. I opened and saved it with Plist editor (so it should not be corrupt). All I can think of is that one of the line items is "bad". Or, maybe I am too stupid for this platform.

Thanks in advance for any (and I mean ANY) help you can offer....

Ty