Ok when naming a business l think one should put the following into consideration.

1. The environment in which the business is to be started this helps in attracting the type of people in that environment. If they can relate with the name they can easily come in to ask about the products/services being offered in that start up. 2)Class/Standard of people living in that particular environment should also be considered. This is to make it easily allocated by the members of that environment, example when one wants to start a business in a environment where people are not highly educated a complex name will scare away the people from that environment thinking that it's a more expensive business but when the name is easily understood with regards to the type of products/services offered people will always associate with it. 3)The language commonly used in that environment hence it's easily understood from just its name the people around should be able to associate with the particular business. In short use non dictionary words, simple and easy to read name.