A BRAND NAME

A good brand name should:

be protected (or at least protectable) under Trademark law.
be easy to pronounce.
be easy to remember.
be easy to recognize.
be easy to translate into all languages in the markets where the brand will be used.
attract attention.
suggest product benefits or suggest usage (note the tradeoff with strong trademark protection.)
suggest the company or product image.
distinguish the product's positioning relative to the competition.
be attractive.
stand out among a group of other brands.