Know-How Exchange : Branding

The name should appeal to your target market. So first, define who that is, where they are located, what makes your product better/different, etc. Once you understand who the market is, you can do many things: test market the name (either through PPC or in local advertising), focus tests, or at product demonstrations/comparisons.

Jay is absolutely right. You need to start by understanding who your primary target audience is and what their needs, values and beliefs are. And be as specific as possible, so you're marketing to a very narrow niche. It's better to have a 100% market share of a small market than a .01% share of a big one.

The name needs to communicate the benefit the target audience will realize when they buy/consume your product. It can be a lifestyle benefit, a functional benefit, or an emotional benefit.

Good luck.

Start by defining the source of the water.
Is it from a place that is known to be a source for pure water?(St. Pelegrino, Perrier etc.)
or is the name just a wonderful sounding name like Dassani (by Coca Cola)
Of course you have to decide if you have a "luxury water brand" like VOSS from Norway, were the bottle looks like a perfume bottle, and customers pay for the water as if they were perfume too..
I hope that gives you something to think about...

How about - "Wrecking your environment one disposable plastic bottle at a time"?

Whoops - sorry - that was my editorial comment slipping out, and the name was probably a bit long in any event.

Pardon me foe being critical. Your question tells me that you have a product in mind without having any idea of what this product stands for and what is unique/different about it if anything. Questions you need to answer are
1) Why have I come up with this drinking water? In this cluttered market for drinking water, what problem will this solve?
2) Why should anybody buy it?
3) Did you study the market before coming up with this product? In other words, do you think this product fills the gap in the market for bottled waters?
4) If not, why would anybody buy a me too product?
5) Do you have the funds to put into this business and wait for returns? I don't know what part of the world you are in? Me too products just sit on the shelves and collect dust and waste lot of resources if they ever get there.
6) If you came up with the product after researching the market and you think it will genuinely fill a need, then you need to understand what is branding. In most simplistic terms, that name needs to represent characteristics of the product that make it dfferent, those that define the personality of the brand; whether it is ultra pure water from unknown sources, or it is sassy looking bottle or WHAT.Remeber then the most important part is the perception of the target market not yours or your family and friends.
Thoroughly confused. Good and lots of good luck.Dream imagine but please are realistic as the consumer has lots of choices and remember it is their perception that will make or break the product.
FEEL FREE TO ASK FOR MORE CLARIFICATION. This marketing game is a never ending saga and those who find thrill in it will be happy to answer as many questions you have as long as the time permits.