aristotle - 11:15 am on Dec 27, 2012 (gmt 0)

In my opinion one criteria that Google uses to identify a brand is how many people search for it by its name. For example, if you have a site named "Wally's Widgets", then Google will start to recognize it as a brand as more and more people begin searching for that name.

So it could help if your site has a name that sticks in peoples' minds. But for real success, you need a site that people remember and want to visit again.