A unique/invented name (such as a combination of two words) is ideal as it yields better results in customer web searches, and it is easier to gain trademark approval for these names since there are no competing products with the same name. It also leads to better search engine optimization. Strong names can be fabricated (Alteon), combined (OpteCure), metaphorical (Equinoxe) or descriptive (ExactechGPS). Refer to the Product Naming and Trademarking SOP for details on the process.