whats in a name?

when looking at the brands out there, and listed here daily i feel sympathy for the manufacturers trying to come up with names for their product lines. authors have trouble coming up with great titles for books. newspapers have to develop catchy headlines. likewise a name can make or break a product. i can see a designer/marketer working for a year on a new exciting product and then running into a brick wall trying to name it. iconic names like macintosh, luxman, accuphase, jbl, etc immediatly "mean" something to an audiophile. but some of these new companies really have to struggle to gain some traction. any thoughts? john