Most clients opt for simple execution, which includes time from each of several strategists to understand everything about the brand, including the history, future and competition - and iterating on a dozen names.
The process typically takes 2-3 weeks. It includes a general keyword competitiveness (uniqueness) and keyword popularity (volume understanding: we quantify the uniqueness of a name) but does not include any true competitive or trademark vetting.
Comprehensive and exhausting support includes screening against the USPTO trademark database, linguistic vetting (culture and language) and legal (trademark) attributes.
We approach naming from various angles of potential:
inventive words (yes, made-up)
foreign/language root words
Effective brand names:
Pique curiosity and interest
Position your brand as the solution
Exhibit character and personality
Engage your constituents emotionally
Differentiate you from your competitors
Are simple, easy to pronounce
Protectable (easily defended in legal and regulatory environments)