Freakonomics has an interesting series of articles about names. Maybe you should take a look. I think it matters but in a very complex way, thus you can't be s

Freakonomics has an interesting series of articles about names. Maybe you should take a look. I think it matters but in a very complex way, thus you can't be sure about your choice until in a very late stage. But if you reach this stage, it means that you already have made many things correctly, so a rebranding is within your options.