Every business name on our longlist is analysed according to a thorough set of criteria to assess its protectability, relevance and originality. The most creative company name in the world only has value as a successful brand asset if it meets certain conditions, so we check everything from trademark registrations to Google search results and much more, to ensure that the shortlist of names we propose is credible and market-ready. We use a 'traffic light' system to give you a clear indication of how well each proposal stacks up, and we can even put your own ideas through the same process.