How A Good Brand Name Should Be?

* Protected (or at least protectable) under trademark law.
* Easy to pronounce.
* Easy to remember.
* Easy to recognize.
* Easy to translate into all languages in the markets where the brand will be used.
* Ettract attention.
* Euggest product benefits (e.g.: Easy-Off) 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.
* Attractive.
* Stand out among a group of other brands.