Best book on brand naming is still Alex Frankel's Wordcraft: The Art of Turning Little Words Into Big Business (2005). Recounts the creative and procedural provenance of Blackberry, Accenture and other storied names. Ruminates on the value and power of brands. Packed with insight into the malleability and impact of words.
Would Blackberry have been as successful if the device had been marketed under its original, working name "PocketLink"? Think it over. And see a list of alternative names once considered by the creators of Blackberry – in Wordcraft. You'll laugh, you'll cry.
By the way, ever suspect that names aren't that influential? Here is the last word on that debate: