Brand Naming Criteria

Our present brand name is Santhosh, but it was never advertised and very few know it. A survey among 14 retailers at Puttur who sell our oil showed that only 8 of them or 57% of them know that our brand name is "Santhosh". They have always identified us as Sri Rama.

So, I thought of re-branding as "Sri Rama". It would also give some equity to our corporate name "Sri Rama Industries" and vice-versa. Also remove any confusion in the minds of the consumers about the source of the product. But the name is so generic, a look at our local business directory revealed about 12 business that have name SriRama and spelling variations. A search in the trademark registry showed that the name is already registered even for the business category to which we belong. Since we want to go the branded way, using a brand name that cannot be trademarked or used is not a good idea.

I am looking for a new name to brand our coconut oil product. The name should ideally represent any or combination of the following meanings :-
pure, clear, natural, health, quality, edible, tradition, different, sacred

Important criteria in which the names are evaluated with their weightage are
Trademarkeable - It is a must and there is no compromise on that - 1000
1. Simple - Easy to spell, easy to pronounce - 10
2. Memorable - A familiar name will be easy to remember - 3
3. Appropriate - Represents the meaning of the brand - 5
4. Pleasant Association - It should evoke positive emotions while a person hears it. There should not be any negative meaning in another country, language, culture, religion - 10
5. Appealing - The name should appeal to our target audience i.e. Tulu Nadu - 10
6. Extendable - It should be not be restricted to just coconut oil, but to say food products and other businesses - 10

For each name, for each criteria rating will be given as Bad, Neutral and Good. The multiplying factors being -1, 0 and 1 respectively.