I think the author is ignoring the difference between Branding and several other categories, like technical terms and their common names.
The adjustable wrench is named straightforwardly, but most English speakers know it as the monkey wrench. In some European languages its name translates to "French wrench" or "the French" (as in: French person), in others it's "English wrench" even though those two were originally just variants of the adjustable wrench.
Point is, all those goofy names are brands that may or may not stick around for longer and the terms for what they actually do are more descriptive.
My favourite example: BlueJeans. A videoconferencing platform. Why is it named like that? We might never know, but most likely partly to stand out, but there's a clear distinction between the brand name and the more descriptive terms used to tell what it does.