With more than two million registered trademarks in the United States alone, anyone asked to come up with a corporate or product name may decide there are no new names left to claim. The task is even harder than naming a baby, which at least won't lead to charges of trademark infringement if you pick a name like John or Mary.

Today a brand name not only has to be memorable, distinctive, easy to pronounce and durable, it has to work globally. That takes more than a large vocabulary and a good thesaurus. Naming professionals make a science of knowing the origin and esoteric meaning of words and the emotional reaction to certain sounds. They track naming trends and clichés, foreign language problems, spelling and pronunciation ambiguities, and know expedient ways to conduct legal searches and acquire trademark protection. Designers now also participate in the naming process since the graphic expression of the name often determines its success or failure in the marketplace. Although the ultimate reason for settling on a certain name may be purely subjective, it's valuable to put finalists to a test to see if they pass muster. Here are some questions to consider, developed with the help of Idiom, a San Francisco-based naming firm.

What are you trying to describe?

A name is the first level of communicating a company or brand, so it should feel appropriate and meaningful to what it describes. Before you can spot the right word, you need to know what you're trying to describe. Define the product's features, functions and benefits. The qualities that would appeal most to consumers. How the product differs from the competition. How it will be positioned in the marketplace.

What does the name communicate?

As legally available real-word names become scarce, coined names have risen in popularity. But even made-up names must evoke a compelling image, association, mood or spirit. Nike takes its name from the Greek goddess of victory. AirTouch describes cellular technology in a lyrical way. Swatch, formed from the words Swiss and watch, communicates a sense of fun and youthfulness. Pampers suggests softness and loving attention.

What does it look like?

Keep in mind that a corporate or brand name is often seen not heard, so it is important to consider how it will look on packaging, letterhead, signs and the like. Does it look unwieldy and ugly? Or is it memorable and pleasing to view? OXO, which produces the Good Grips line of kitchen utensils, is a made-up name. But the company founder, Sam Farber, liked it because on packaging it was short and right reading from any direction, forward, backwards or upside down. Exxon, too, is a name that viewers remember for its intriguing double x's.

What does it sound like?

Some words are melodic and fun to say, while others are clumsy and harsh. Some words sound passive, others assertive. Some words capture the sound of the product itself. Kodak, according to legend, is the sound the shutter made on the company's original single-lens reflex camera. Amtrak as a brand name sounds much speedier than its parent, The National Railroad Passenger Corporation. Jamba Juice, HoHo and Iomega's Zip Drive are memorable and fun names to say.

Will it work in the global marketplace?

Negative connotations, tongue-twisting challenges and cultural and religious affronts are frequent foreign language hazards. Some reasons why Federal Express changed its brand name to FedEx were because it discovered that in Latin American countries, "federal" conjured a negative image of "federales" and in certain Asian countries, the "r" and "l" were difficult to pronounce. Conversely, Japanese tire maker Shojiro Ishibashi translated his surname "stone bridge" to come up with the Bridgestone brand for western markets. General Motors changed its Chevy Nova to "Caribe" in Latin America after learning that "no va" means "no go" in Spanish. Be sure to check name finalists with native language speakers who are familiar with word nuances and cultural biases.

Is it legally available?

Before investing too much time and energy in developing a total identity program around a name, find out if anyone else owns it. Naming consultants can refer you to patent attorneys who can conduct a preliminary screening of names registered in the United States. The cost is usually less than $100 per name. A more comprehensive U.S. trademark search typically costs more than $1000 per name, so you may want to narrow your choice down to a couple of finalists before proceeding to that level.

Does it rise above the "noise"?

Just because a name meets all the criteria above, doesn't mean its unique. Names in some industries are as distinguishable from one another as tract homes in a new housing development. Their logos are often equally generic and forgettable. While there are advantages to incorporating industry descriptors, make sure the name is distinctive enough not to be mistaken for your competitors. At the same time, avoid gimmicks and fad names that will soon seem dated. Also, if the purpose is a brand extension, choose a name that fits into your existing naming system so that it supports and cross-sells other corporate products and accelerates market acceptance among those who know and respect the existing brand name.