If You Were Trying to Select a Strong Brand Name

If you were trying to select a strong brand name that would aid marketing objectives, your authors suggest that you NOT do which of the following?

A) differentiate your product from that of the competition
B) describe the product so prospects know exactly what to expect
C) choose a common, easily understandable word
D) choose a name that is compatible with the product
E) choose a name that is easily pronounced and memorable