All in a "Name"

How do one come out with an appropriate name for a business, a company, a shop in order for it to be successful. Or is it just a random name plucked from the air? Could it be just any name you fancy and channel great effort in promoting or is it just clever advertising?

So what is the theories and strategies behind these names.......

How do names like "Ugly Duckling", "Fat Face" or just a simple "Eat."
or "All Bar One" can get so famous and successful... Go figure......