The name is important. It’s the first thing of any product you use or buy or see. The tip of the spear. You are bombarded by thousands of names every day.
In this daily barrage, only the names that are most interesting and most pleasant on the tongue can survive in your memory. So it's no surprise that companies—especially large ones like Sony or Procter & Gamble—hire naming companies.
That is, there are companies that come up with names for things. Cars, lines of yogurt, iPhone apps, small businesses, sodas, movies, and even theories have all been named by professionals.
There are really only a handful of businesses that deal exclusively in names, and their services can cost thens of thousands of dollars. In addition to coming up with names, they also determine what names are available for trademark, which URLs are available, and they conduct linguistic checks to ensure that potential names are pronounceable, unique, and appropriate in languages around the world.