Summary
App Store Optimization (ASO) requires balancing branding and keywords in app names. Short names (max 3 keywords) appear branded, while long, spammy names risk rejection. Target high-difficulty keywords for better ranking, and place compelling benefits at the start due to character limits.
Avoid keyword stuffing; ensure names are coherent to human readers. Use tools like Difficulty Score to select keywords that describe the app. The ideal length varies per app, but focus on necessity and user appeal.
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