What is naming?

Perhaps the definition of your brand is the definition of naming. Each brand develops their uniqueness with the passage of time. The uniqueness can be explained in terms of – ideas, product or services, conveying a message to customers, creating a position in the market, communication with customers etc. A brand name stands as a concept to what is in store, or more precisely, what newness is there in the store to offer. Brand name along with the brand logo represents the brand in the competitive market. 
The significance attached to naming.

“What’s in a name?” Well, everything in a miniature format is in the name. A name is the one through which people, be it customers or competitors recognize you. Names of products or services come second in this regard. There is a list of research results that have been found in the naming of a brand:

•    Customers always prefer to buy products from a brand whose name they are familiar with.
•    Customers are likely to pay more for a brand that they can trust and have developed a fondness for.
•    Many want brands to treat them as friends, thus they want a closer relationship with their trusted brands.
•    Often, there is a tendency in customers to feel a strong sense of passion for brands they love. They even like collecting several products from the same series of products.
•    Consumers want brand names to be easily accessible to understand the products and also to take their feedback seriously.

A lot more is to be considered and thought of while choosing a brand name.

Selecting a name for your brand

Think from the perspective of a customer. What comes to your mind when you think of a certain brand? You have a bunch of opinions on pricing, quality, values, worthiness, customer concern etc. Know the meaning of the name that you wish to keep. Do proper research if that had been previously used by anyone or is presently in use anywhere else in any corner of the world. 

Often, brands need to change their names to get easily recognized and acknowledged by people. Furthermore, if a brand name is misused (as in, do not go along with the product or services that you sell), you should consider changing it. Several study and research show that when a customer remembers the brand name if it is good and easier. Try opting for monosyllables. 

What else should one think of while naming a brand?

You can choose any word and give it a whole new meaning when you use to for the world to identify your brand. Think about symbolizing the brand philosophy. And be a little realistic. For instance – You would not think of naming a shoe brand as “Oral Check”. 
Words here act as “Tabula Rasa”. Give it a new meaning and nobody cares as long as you are successful enough and consumers like you. If you are a US-based brand, there is no compulsion that the name you use should only be English. You are free to choose any language you like. As far as it aids you to convey the meaning to customers as you yourself conceive it, you can use it. 

Also, try not imitating anyone else in the market even if they are your biggest inspiration. In that way, the brand might suffer a lot of negative criticism.
So, when you thought that how very important a name can be, try thinking about yourself without your name. That just feels so bare. That is how even a brand owner should think of while naming their brand.