Easy recall: A brand name should easily register in the minds of the consumers. The name should be catchy and should create an immediate connect between the product and the consumer. Spend some time analysing as to how the consumer will recognise, interpret and assimilate the information conveyed by it.

Phonetically easy: People love rhymes and phonetically resonant words are often easier to remember.

Short and Edgy: A long name takes times to register and can be confusing. The shorter and crisper, the better!

Protect: Legally register it under in the Trade Marks Act. It’s important to protect the name one chooses from future liabilities. Also, the brand name should not infringe any copyright or trademark of an earlier brand as any legal action will erode brand equity.

Must convey category benefit: Just as a business should have a unique selling proposition, a brand name should manifest what the product stands for. It will help establish an immediate connect between the brand name and the product or service category that it stands for.