The concept of "brand name development" is easily understood: You create a great new company or product, give it a name you love, then immediately, it is embraced by your target audience. 

In reality, however, creating, evaluating, selecting and registering an effective brand name is far more complex and difficult.

Self-naming almost never produces a successful result because those doing the naming lack the skills, tools, experience and time required.  Moreover, the names yielded are often so common they fail to pass difficult trademark challenges and cannot be registered or protected.