A brand is not a logo.
A brand is not a paper system or business card.
A brand is not a product.
A brand is not a company.
Simply put, a brand is someone's gut feeling, their emotional reponse, to a product or company.
Basically a brand is a reputation.
You can't control your brand because you can't control how people think or feel.
Naming is obviously an important part of the brand identity, like the logo or the business card. The name is usually the first point of contact that a potential customer has.
Josh Levine outlines the 6 naming styles. You can read more about it here. Good stuff.
The Russo Group