Summarize:

Many search options and phone books divide companies alphabetically. Naming your company with a letter at the beginning of the alphabet ensures its placement near the beginning of the list. Long names are harder to remember. A name in a foreign language might also be harder to remember, unless it is very short. Open your company up for future growth. Resist the urge to use your geographic region in your name, because your company may expand later. Rochester Paint Supply might limit you to only that area. Ask family and friends for their opinion and perhaps give them several choices. You can also hire a market research company to form an objective focus group. Seriously consider their input before making a final decision. You can find market research consultants through a local chapter of the American Marketing Association.
Brainstorm a name that starts near the beginning of the alphabet. Keep the name short. Don't use geographic regions. Test the name.