Your brand name will stay with the casino for all of its existence in fact people are buying a brand name for thousands of dollars, and site functionality can be upgraded, change, and modified, but the brand name is something you build up in the industry.
Gambling operators should come out with the best brand name that is easy to recall and easy to memorize and associated with gambling and should give its players and investors many things to stay on like a good casino with a lot of great features.