It may be:
An actor's name.
A singer's name.
A novel writer's name.
A poet's name.
A political leader's name.
A religious leader's name.
A beverage drink brand name.
There is public relations to establish a brand name.
In an effort for the company administrating the brand name to get as much of the pie of the energy (or money) of every potential consumer for something in return.
Thanks to freewill we can choose what to buy and what not to buy.
Some of these concepts are nicely explained on composer Vangelis interview in Quatar.
reference:
Talk to Al Jazeera - Vangelis: A message of hope - YouTube
https://m.youtube.com/watch?v=5K0kiYSStZM
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