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In my opinion, just about any name or phrase can be made into a brand.

It's all about marketing and advertising that name that makes it a brand (ie: branding it).

Who would have thought "amazon" could be a brand for books, but it works. Same with "obey" or "vulcan", but with the money, effort and quality, they made it work.

So to answer your question, I don't think there's much in the name itself, it's what you put into the name that makes it a "brand"
 
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