What should his name be?

1st off! That is an English Chocolate Lab - Hence the shorter legs and longer fur..

2nd.. Rocco is a great Name

Think of something in your life that is exciting and excellent. Could be an experience you had, a dream, or a goal you have. See if a name emerges from that. For example, a computer geek might name his dog Mac, or Dos, or Click! An auto mechanic might use Carb, or Chevy. A religious person might use Praise. Pick something that's positive, powerful, and meaningful to you. That way, your dog becomes a living embodiment of something great in your life.

Cooper.

Ivan

Goofy

Coco

Brownie

Latte

Phantom, Phasma (Like Fazma), Laurence, Austin, Powell.

Good luck with your dog, he is beautiful. :)

Im not that much of a naming fan but maybe otis(that poped up first in my mind), snicker, or even hersey.

Clint or Choco or Aminta or Minty for more suggestions ask at name suggestions here

http://ilovedogs.friendhood.net/index.htm

Teddy, he looks like a teddy bear to me!