It is my opinion that with the right marketing and PR (not PageRank) you can brand anything. Give me a quarter million and I'll brand
discount-buy-shop-cheap-and-fly.com and create a boy scout image around it that'll make Google look fascist by comparison. The Pope might even canonize our CEO, and people will be placing bumper stickers on thier Volkswagens "Save the environment by shopping at discount-buy-shop-cheap-and-fly.com"
A brand name is just words. The trick is to create an image around it that makes consumers feel justified, or even morally obligated, to buy from you.