Selecting a strong brand name is important for a variety of reasons. Strong names are more likely to be unique and to achieve strong protection under the law. Strong names are easier to remember.
“eBay” is stronger than “Online Auction”
“Staples” is stronger than “Office Depot”
“WIRED” magazine is stronger than Technology Today magazine
Weak names feature entirely descriptive or generic terms and are generally entitled to less protection and more difficult to regisiter.
Here is a recent video I recorded explaining more about what makes a strong name so powerful: