Most franchises do not allow for variations in the marketing plan. If you are purchasing an existing business, many marketing decisions have already been made. You will need to evaluate which of those to continue with and which to change. If you are creating a new business then you have the freedom to decide strategies you believe will be most successful from the beginning. The name of your business and your product line should express clearly to your potential customers what your business is and what the product is.
Creativity is important, but clarity to the customer is vital.
You should consult your attorney when choosing a name to make sure that you are not choosing a name which belongs to another business. This is your position in the marketplace. It explains what segment of the market you will be selling to. It expresses the uniqueness of your product or service. The image of your business should be one which expresses your company's personality and values.