In my experience, and from everything I’ve read, the naming process is very loose. For everyone.
Methods and tricks
I love this idea and I try to apply it to everything, not just names, but naming is the lens through which I first discovered this idea. So I like to start here. Pieratt describes it this way:
An unforgettable newness. A new shape. 1+1=3. If your name lacks this, the product itself may have a hard time differentiating itself in whatever market you’re entering. Why are you different than your competitors? That difference should be reflected in the brain jam your name causes in its audience.