While I think companies like Diztronic have the TPU case market sewn-up, there is a serious lack of slip-cases, pouches, etc for the GNex. I think there is clear opportunity there.
In this specific business, I am not sure that name is all that critical. It could range from something abstract like a few letters (AXS) to something your Mom would suggest (Case-Mate). Doesn't really matter.
Listen to what users really need, design great cases, build it in the US (looking out for my homies :biggrin: ), offer it at a fair price, use every marketing channel available, take care of your customers, and you'll probably turn a profit.
Good luck with it!