There are a couple of types of brand names.
Some people themselves are the brand name: Oprah, Donald, Martha. We know these people when you talk business. They themselves are the brand name. Therefore, like with other brand names, their brand names must stand for quality, must stand for a certain personality and a certain style, must make you want to buy their products.
Or you can select a brand name that is independent of the person. Anybody can sell the product. You try to get a quality name that people associate with quality, with business ethics, with a good reputation, and you try to maintain consistent quality and a consistent good reputation. The brand name is independent of the person.
Sometimes people identify themselves with the brand name even though it is independent of them.
You must decide if you want the brand name to be associated with yourself, your name, and/or if independent of yourself. You also must decide if you want to associate yourself with your brand name and/or simply an independent brand.
People know the name of the beverage for example, but not the person who is the inventor and/or owner of that beverage. The beverage is a quality beverage, people want to buy the beverage, you have sales and marketing reps who are experts, but you yourself are only the inventor--that is, you come up with a recipe for a new type of beverage.
You can also market the new type of beverage to another company who now becomes the owner, with the understanding that you receive royalties, but you are not at all identified with the product, because the product has a new owner.
All of these are marketing strategies that you consider when you come up with brand names and brand naming.
If you're a celebrity and think your name would help to sell your product, if your name is identified with quality and truthworthiness, then make use of your name. Also, if you have the type of personality that makes people like you and want to buy your products, in addition to the quality and trustworthiness.
If your name is not necessarily going to help sell a product, then use another name, a name associated with quality and truthworthiness that is independent of you. This is if you don't necessarily have a salable personality, but nevertheless have a quality and great product.
For example, you find some authors that are not necessarily the best writers but have salable and winning personalities that helps them to market their works. These works can be reasonably well-written. Then there are other authors who might be better writers but they don't have the salable and winning personalities that attract readers to their books. Readers might read their works and buy their works, but they are not going to have the popular audiences, many of whom are attracted not just to writing but, as with many people, personality types.
Often great writing and a winning personality are combined for marketable works. This is the same with any brand. For most writers, unless they write in a pen name or company name, their name is their brand. For that reason, many writers try to maintain a good name and a good reputation. Sometimes, because of the nature of being a writer, and the obligations that go with that, this is not always possible, as writers must often write about matters that people are not going to like them. But this is something for writers and business people to consider.
If their "brand name" good enough for people to continue with them and their "product." Sometimes their brand name is good enough, sometimes it's not good enough. Also, is there brand name well-established enough. Does your personal name have image loyalty and brand loyalty? Do enough people know you as a person of quality and trustworthiness? Is it easy to discredit you and your "good name" and "good reputation"? If so, then you should select a brand name other than your own name and/or perhaps sell that brand name to a company that is able to maintain it's good name and good reputation.
You can also sell your brand and brand name to another company who can maintain the quality of the product and the product's good name and good reputation. Especially if you're a controversial personality type and you think it's better to have an independent brand, independent of your personality and your controversies. Also, a less controversial person can assume the ownership of a brand, if necessary.
This doesn't of course mean that business people and others should not involve themselves in meaningful controversies. They should do so. However, some brands continue to have public loyalties, others do not. This is the nature of business, as we witness some celebrities involve themselves in controversies and we continue with them, while others it means them their careers and their reputations. Nevertheless, they have to be honorable to their best understanding which is not always the public's best understanding.
A name product can also be an "imaginary name," where there is no real person with that name, it's just a name that personalizes a product. Is there a real Little Debbie, for example? Is the image of Little Debbie, the logo, a real little girl?
In fact, many companies can have several brand--a brand in the owner's name, a brand associated with the owner but independent, and an independent brand, even owned by another company.
For example, Donald Trump could use many of these marketing strategies. Products that his "good name" helps to sell he could include in his name. Products that would be better marketed in a brand not associated with Trump's name, but an independent brand, but with him co-owning royalties, and/or a product sold to another company with another brand name, but again royalties received by Trump. Or perhaps he can invest in another person's brand and/or brand name, but maintained by a Trump company.
With quality products, ethical business practices, a good name and a good reputation in the marketplace you help to create brand name loyalty.
