Naming experts also recommend that the name be pleasing to the ear. Good examples include Caress, a name as silky soft as the bath soap itself. The opposite is UNUM, the name of a major insurance company. That name is harsh to the ear, and ugly off the lips. Names must also be easy to remember, and couple product positioning with the name.
Good names are crisp and concise.
They distinguish the company, service, or product from competitors. Names should also connect to reality, conveying something real about the product. What's more, product names should be easily understood, and they should not have any negative connotations. There are also approaches to avoid when naming a product. People seek Marcus Welby, not Darth Vader.