I name my map using a rule-set I come up with for each country, depending if it's a conlang or a mashup of cultures, I try to keep a formula to what I do, but usually I search for evocative words, if I make something lovecraftian, I consult a "wordcount" database of lovecrafts most commonly used adjectives, a glossary of what may be described "lovecraftian" and then I get to work with these pieces of the puzzle, now ofcourse I like to cut corners on these "puzzle pieces" and end up with a "collage" but I always make sure to lay out the rules before I go about breaking them.