1. Keep it simple - The more complex or strange a name is the less chance the players are going to remember it. If you keep the name simple you can avoid a lot of things like, "GM: Zardarakstinera is a great city state in the eastern isles... Players: I guess we'll go to that Zardar place..."
2. Give the name a context - Relate the name of a place to some relevant event or person and give character names a backstory. By creating names that have a story it is easier to remember and makes the place or person more interesting.
3. Don't use cliche or famous names - This one should be self evident. There is only one Aragorn and sorry Drizz't is and always will be a stupid name.
Now I'm gonna travel to Zardarakstinera and meet up with Voldemort Constantine, talk to you later.