It should be distinctive: The market is filled with over-worked names and over-used symbols. A unique and distinctive symbol is not only easy to remember but also a distinguishing feature. “Northstar” shoes have a distinct name.2) It should be suggestive: A well-chosen name or symbol should be suggestive of quality, or may be associated with superiority or a great personality. The name VIP Classic for travelers is suggestive of a superior quality for a distinct class of people. Promise is suggestive of an assurance of tooth health.