Brand names are primarily used to
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To help consumers select a product/service.
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Spice up the image of a product.
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To help identify a product.
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Show consumers you own the product.
Brand names primarily serve to identify and distinguish products from competitors in the marketplace. While they can influence product selection and contribute to brand image, their core function is identification. Legal ownership is demonstrated through trademarks, not merely the brand name itself.
The core purpose of a brand name is to identify a product and distinguish it from competitors' offerings, which is the foundational marketing function from which other benefits (like aiding selection or building image) flow. Helping consumers select a product is more a downstream effect of successful identification and reputation-building rather than the primary purpose of naming itself.