As I see it, using DDG instead of DuckDuckGo is not the core problem. It's not that doing so dilutes the brand (it does in way, but that's really irrelevant) I

As I see it, using DDG instead of DuckDuckGo is not the core problem. It's not that doing so dilutes the brand (it does in way, but that's really irrelevant) I think the main point is that if the users feel compelled to rename then there is something in the original brand name which is inefficient or cumbersome which thus detracts from the brand's overall value. And I do not think it's ridiculous to assume that repetition builds brand awareness. The study I linked to said as much, indicating that repetition was one of the best ways to establish brand identity in the minds of consumers. That's why as a company you're best served by aligning your brand name with whatever moniker people are more likely to use and hence why a short, memorable brand name is more powerful than a unique but long-winded archaic name (at least in this day and age).