Choosing a Brand Name
A brand name first must be chosen then its various meanings and promises must be
built up through brand identity work. In choosing a brand name, it must be consistent
with the value positioning of the brand. In naming a product or service the company
may face many possibilities: it could choose name of the person (Honda, Calvin
Klein), location (American airlines), quality (Safety stores, Healthy choice), or an
artificial name (Exxon, Kodak).
Among the desirable qualities of a brand name. Some are:

It should suggest something about the product benefits.

It should suggest product qualities such action or color

It should be easy to pronounce, recognize and remember; short names help a
lot to recognize the product to the customers.

It should be distinctive.

It should not carry poor meanings in other countries and languages etc.
MBA- Knowledge Base