Shakespeare's Juliet famously argues that names don't matter: "What's in a name? A rose by any other name would smell as sweet." In other words, calling a rose by any other name--whether a "dandelion" or "doughnut"--won't change the way the flower effects our sense of smell. Juliet's line presents a classic take on the arbitrary character of names. Names are nothing more than human inventions that refer to real things. As such, names obviously don't change the reality of things themselves. It's common sense.
Then again, what we call a "dollar bill" is more than a piece of paper. The Mona Lisa is much more than a bunch oil paint smeared on an old canvas. While names are aribitrary, they are not trivial. Things are things, but names and labels shape how we experience the meaning of these things. I don't know about roses, but a car by another name can be in fact feel much sweeter.
So what's in a Brand? A lot.