When choosing a brand name, consider these five characteristics:

DISTINCTIVE
All brands should aim to be as distinctive as possible. Having a brand name that looks and sounds like no other is a major advantage.

EASY TO SAY AND SPELL
If a brand name is easy to pronounce and spell, people can ask for it with ease, search for it and tell others about it. The handicap of having an awkward name can be overcome but it is better to avoid the problem in the first place. 

CATCHY
The article “The Sound of Brands” by researchers at the University of Alberta explains that names with a repetitive sound are more appealing, and this enhances brand preference and choice (Argo, Popa and Smith, 2010). Examples include Kit Kat, TikTok and Dunkin’ Donuts.

AVAILABLE
An obvious consideration when choosing a brand name is whether it can be registered as a trademark in all potential markets. It is also relevant to check whether URLs related to the name are available.

NO NEGATIVE CONNOTATIONS
It makes sense to avoid names with negative associations. Poolife, for example, isn’t an ideal name for a swimming pool maintenance company. International brands should also check what their name might sound like in different languages. Nova, for example, is a stellar name for a car in English-speaking countries, conjuring the concept of newness. In Spanish, however, it means 'not going.’