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Yeah it is a good way to distinguish a brand and make loyal customers patronize the business.A good business name helps to increase company awareness more easily. The name should be easy to pronounce and remember, keep it simple and avoid unusual spellings.
For me, I see that as a very superstitious believe, the name of a company doesn't not and can never in any way affect the success of a company, rather attitude and discipline and consistency in doing the right thing, knowing what your customers wants is what would tell if a company will succeed or not.I would like to know it actually if the name of the business can affect its success and how.
Exactly if the brand does not have a good performance, the name will not matter but if it is very big the name can make it more remembered, that is why many companies when they become very big change the name or things like thatThe name has no effect unless the name is a big brand. You can build your brand through marketing.