“What's in a name? A rose ? by any other name will smell as sweet” - William Shakespeare
However, if you decide to call a rose fragrance by a term that's associated with 'bullsh*t', it wouldn’t be as desired as a rose fragrance.
A key element of Brand is the Brand name, which helps the customers to identify and differentiate one product from another.
Your parents expended lots of time and thinking before choosing your name – a lifetime identity for the many, the same should go for your brand.