When naming a brand you need to start with a search.
Clients come to me often after spending money on advertising, only to find they can't use their chosen name. You need to start the naming of a brand with a clearance search through the USPTO, find out if you can trademark the name. Secondary searches are advisable too, such as European trademark offices and whether or not the web domain names are available. There are also legal classes of names that will be denied by the USPTO, such as descriptive names. You CAN'T name your coffee Shop, THE COFFEE STORE. All these items are best determined by a lawyer specializing in trademark law.
-Ross Brandborg