App Title (App Name) is the most heavily weighted ranking field on both stores — up to 30 characters on the App Store — where your brand name and single most valuable keyword belong.
A keyword in the title carries more ranking weight than the same keyword anywhere else in your metadata, so the title is prime real estate. The constraint is space: 30 characters on the App Store, 30 on Google Play. Most apps split it between the brand name and one or two high-value keywords, often in a "Brand — Keyword Keyword" pattern. The trade-off is real: every character spent on a keyword is one not spent reinforcing the brand, and vice versa.
The right balance depends on brand awareness. An unknown app usually earns more from keywords in the title than from a standalone brand name nobody searches yet; an established brand protects its name first. Apple's guidelines also prohibit stuffing the title with prices, generic terms, or competitor names, and aggressive keyword titles can hurt conversion even when they help ranking.
Example
"Calm" is a confident pure-brand title for a known app; a newcomer might instead use "Lumen — Sleep & Meditation" to capture two searched keywords alongside the brand. Test the keyword-vs-brand split as awareness grows — what wins at launch rarely stays optimal at scale.