Risk Management for the potential buyer of a good/service.
Some people think that Name Recognition is the same thing.
Jan'2011: Jason Cohen on picking the name and Domain Name for your Start Up: he actually suggests making them different: you should use your domain name for something other than restating your name. Instead of Go Gumdrop.com, why not Best Party Ever.com or CandyForParties.com. Isn’t getting into the first position in a Google search for “party candy” worth it? (Page Rank)