Choosing a brand name is the most difficult task than designing and marketing your brand. Ask yourself, what actually you want to Brand and Advertise? It can be a company, a service or a product.
Good Branding is different from others and more likely easy to remember. There is a dependency on actual words of the company to service and service to a product.
You can describe a brand in a name itself like MetLife, SnapChat, FedEx, Photoshop and many more... Combining two words together and making it a compound word which replicates the service in a name. Adding sugar and spice together to a brand name is just as changing a spelling. Many people change the spelling of a Brand name because misspelt words catch the peoples eye and yes it actually does! Flickr, Reddit, Flattr, Fiverr, Trix etc..
Personal Name Branding is the easiest way to remember, to advertise and to get recognised in a limited period of time. But it all depends on the trustworthiness of your product, quality, nature of service and consumer reviews. Jawed Habib, Calvin Klein, Tommy Hilfiger, Shehnaz, Aditya Birla and so many...
The last option is to create a completely new name. But for this, to make it more meaningful you have to promote a brand with marketing communication. Now this has to be expensive, critical and time taking to memorize. But that's what all the branding is all about.
Build your brand name in such a way that it should be recognised on web easily. Choose a brand name wisely as it is going to be an URL link for your website. It should be search friendly. The uncommon keywords are useful when you go through all these things. See that your brand name is recognised in somewhere between the hashtags used on social media. Find the Hashtags related to your brand name.
It's difficult but you also can use a verb in your brand name using 'ing' to suffix. The name should show some action as we always say, 'I will have to google and see.' Google is not actually and verb. But it becomes verbified in such a way that we get habit of pronouncing it.
At last, the brand name should be simple and easy to remember. It should sound real and easy to recall in fraction of seconds. It all depends on how we do the branding and how much we invest on branding.