Brevity: Keep the word count low by cutting down on all unnecessary and redundant words. "Derby Car Repair Services" changed to "Derby CarBlasters" to make it sound more simple and catchy. Similarly, Federal Express Corporation changing to "FedEx" helped it become a household name. Another example is Flickr, the photo-sharing website, derived by taking the ‘e’ out from flicker, the original name of the website.
Creativity: A unique and creative name always stands out. Cross, the ATM manufacturer changed the name to "Tranax," which when said quickly sounds like "transaction," raising an association with ATM transactions. Creativity also extends to merging two words to make a name, as Microsoft did with "Micro" and "Soft", and Hotmail did with "Hot" and "Mail."
Uniqueness: "Apple," "Adobe," and "Amazon," are three household brands that actually provide misleading information regarding the business, but still became popular owing to their uniqueness. Non-English words may also help create uniqueness wherever appropriate. Examples of such instances are Windsor Foods's line of frozen Mexican snacks labelled "Jose Ole," "Daewoo" which means "great universe" in Korean, "Nike" which is the name of the Greek Goddess of victory, "Sony" which comes from the Latin word ‘sonus’ meaning sound, and "Volkswagen" which is in German means "people’s car."
Distinctive: Distinctive names such as "Quicken," "Xerox," and "Zilo" also make for catchy business names. Even "Google" has no meaning, but has now grown into a verb owing to its distinctiveness.
History: Brand names that have withstood the test of time carry weightage on its own. Examples include "Sears" established in 1886, "Abbot Laboratories" named after Wallace Calvin Abbott, "Carl Zeiss AG" named after its founder and more.