Abstarct: The main purpose of this study is to identifying and ranking the critical criteria in brand naming using Delphi method and analytic network process. Previous research in critical criteria in brand naming shows that 19 criteria affect a brand name. a group of experts formed in order to identifying the most important criteria. They start to select the most important criteria, finally they recognized 17 criteria as the most important criteria. Then, with using analytic network process (ANP) weighted criteria and ranked baxsed on weight. As well A well-known trading company active in the adhesive industry is looking for its new product selection Brand. Due to this, experts select 3 Brand names (A, B and C) That according to the most appropriate brand name has been impressive. Results show that The most influential criteria in brand naming are as follow: emotional factors, linguistic factors, marketing factors and legal factors. Among the most important results of this research should pay special attention Managers and marketing professionals in the field of linguistic and emotional factors mentioned. The 5 Important and influential criteria on brand names as follows: a unique, attractive, by means of, Registered trademark of the law and reminded the product or company image.