I've always said a name (domain or company name) should pass "the telephone test." What that means, is that when hearing the name over the phone, One should know how to spell it and recall it without being told. If the moniker is not representative of the business, then it needs to be changed.
RE: [ENG-ESP] How do you choose a business name that will attract customers? / ¿Cómo se escoge un nombre de un negocio que atraiga clientes?