How to Name a Brand?

When we create a brand, ''the name'' is another important subject. Because as a communicatior, we need to guess the psychological effects of the names& slogans on the people, to be reminiscent of the purpose and uses of our proucts.. etc.

that is:
a) suggest sth about benefits
b) suggest product qualities like product color
c) easy to pronounce, remember and recognize
d)distinctive ( exp: addias - abbibas)
e) should carry good meaning