These are names that map metaphorically, rather than literally, to the brand positioning. Evocative names rise above the goods and services being offered, and paint a bigger picture. The best of them tap into a deep reservoir of shared cultural knowledge, myth, story, imagery, association, legend and art, and usually work on multiple levels.
Nearly all the greatest brands that you are familiar with have evocative names. And in fact, the best of them often have Descriptive, Invented and/or Experiential associations as well. In short, they work on so many levels they constantly surprise with new meaning and relevance.
To see a number of Evocative names in action, check out our Compendium of Amazing Names (The CAN), which is chock full of them.