Is your name meaningful? Does it convey the intended message and evoke the right feelings? Tesla is a name that does a great job of suggesting electricity and technical prowess.
Is it adaptable? Is it able to stretch to accommodate foreseeable changes in the brand? Pizza Hut and RadioShack have trouble explaining that they sell more than pizza and radios, respectively.
Is it distinctive? Will it stand out when compared with your competitors? When Apple was named, other computer companies included Commodore, Microsoft, and IBM. The simplicity of Apple stands out in that crowd.