Amazon, Google, Microsoft, Apple, Compaq, Acura and so on, these business names are associated with large corporations around the world and names are very important to the growth, patronizing, talk, assumption by people, association and dissociation of people with a business. The name of a business speaks a lot about a business. So creating a business name can be a very tasking job in a business and can cost up to $100,000 if it is contracted to an external firm to create.
Using a bad name in a business can be bad new to the business itself as people treat a business in accordance to the name given to it. A business in the fashion world should not called "dog love fashion" the name dog is associated with an animal known as Dog which then passes a wrong message for the business purpose. If it was an animal clinic meant particularly for dog, it would have been an attractive name.
A business name should communicate the real essence and purpose of the Business and not just be a name not associated with the business purpose. The name can also be a combination of different letters to bring out the business beauty. Note that business names are not passwords and should not contain alphanumeric characters. It can be very disturbing seeing a business name having a combination of letter and numbers which becomes worse when it is long. never make your business become too generic that it becomes too enclosed. Never use names regarded to regions so you do not become fixed to the region.
Make sure the name given to the business is yet to be trademark and if you can trademark it, it would be better. Never use another business trademark name for your business, it could smell trouble for you and your business. The name of a business is the business's first identity and should be what people are ready to remember at all time.