Marketing wise you need to understand the people you will be targeting and therefore the image you want to give off. The location is also a big factor as you dont want to be calling yourself something that doesnt fit the area and people your selling to.

Villages and small towns often go for "country" and stuff like that, but when you look at larger towns and cities people use more abstract phrases and modern names as they can target different segments of the market.

I would say dont use something that is "En vogue" at the moment as you'll end up looking out of date quite quickly.

Good luck!