DISTINCTIVENESS - always important in branding. You must standout. Ive seen some pretty interesting names lately that have been creative with spelling - apptizr.com as an example. This company provides a smart way to find iphone apps.
BREVITY - Often you want to have your brand name be your domain name. So some brand names or company names are just too long and you are forced to have a domain that is different from your brand. Not that good. The shorter the name the easier it is to remember. And it fits in small spaces.
APPROPRIATENESS - It should reflect what you are providing. It should remind you of what you are getting.
EASY SPELLING - You want people to be able to spell your name particularly when doing a Google search.
EASY PRONOUNCIATION - Man I hate it when I cant pronounce the brand name.
LIKEABILITY - If possible it should make your customer feel good. I think medicine names have been pretty good at this. But I think Cheetos might be a better example.
EXTENDABILITY - This insures that your company can extend into other categories.
PROTECTABILITY - You dont want your name taken from you later after you have established yourself.
PRINTABILITY - You have to think about where you are going to place your brand name. It should be easily reproduced in text and on various type of swag.
