The name to pick for your new brand should be inherently distinctive with a creative and unique character in order to easily distinguish you from other parties as to the main source of the goods/services associated with your brand; the use of invented words, arbitrary words that are not related to the goods/services to be covered by your brand, or suggestive words hinting to quality of these goods/services without directly naming this quality would increase the strength of your brand name.
Moreover, the brand name should neither be descriptive (clearly referring to the quality of the related goods/services) nor generic (a word indicative of the related goods/services); otherwise, it will not be accepted for registration at the Trademark Office.