In a commentary primarily about Network Solutions’ new 100-year domain name registrations, naming expert Naseem Javad offers up this advice for naming your company. I like it.
A five-star standard of business naming: To qualify, a name must pass each of the five following criteria to get a star. If it fails at any point, then your name is in serious naming trouble. Anything less than five stars is really a liability wasting valuable branding.
Is your name
1) Very distinct and very unique?
2) Short, simple with attractive alpha-structure?
3) Highly related to the business?
4) Globally trademarked and protected?
5) With an identical URL?