The document discusses brand naming strategies and provides guidelines for selecting an effective brand name. It begins by explaining the importance of a brand name in capturing key associations and communicating concisely. Various types of brand names are described such as descriptive, suggestive, and arbitrary names. The document then advises that a good brand name should be short, memorable, distinctive, and avoid negative meanings in other languages. An effective naming process involves defining objectives, generating options, screening, research, and selecting a name that maximizes branding goals. Common mistakes like treating naming as an afterthought are also outlined.