Pronunciation and spelling of a new brand name may be important, particularly if the brand is to rely on word of mouth for recommendations and/or web-promotion.
I’d do two things in evaluating candidates.
First, I’d telephone six to ten friends and use a name candidate in your conversation. Then ask them to repeat the name, then ask them to spell it for you.
Second, I’d approach people and hand them a sheet of paper with a short paragraph of copy which includes a candidate. Then ask them to read the paragraph back to you to see if the spelling fits the pronunciation.
If you get poor pronunciation and/or mispellings, well, it’s time to go back to the master list for additional candidates.