Naming is the process of creating a name for a brand, product or service: from strategy and generating candidates, through linguistic and legal checks, to verifying domain and trademark availability.
A good name is easy to say and spell, stands apart from competitors, doesn't box in the future offer, and works in the languages of the markets you want to sell in. It's rarely descriptive: "Express Accounting Services" says everything and means nothing.
The process isn't a brainstorm over coffee but work in stages: strategy (what the name should communicate), long lists of candidates, shortlisting, linguistic checks (meanings and associations in other languages), and finally legal and domain verification. Checking trademark registrability before you decide is a duty, not an option.
Why it matters for business: the name stays for years and gets into everything: the domain, contracts, packaging, search visibility. Changing it later costs many times more than a thorough process at the start.