The brand can be worth more than the company's own assets, it is invaluable. Sothe brand is built over time, it is very difficult to get a consecrated brand available, it is not easy to buy a casino that already exists with a reputation.
You are right that the value of the brand might be more than the total value of the product. And I think that the brand is very important in many cases though we are not avoiding the importance of the functionality as we cant go long way without the functionality. So, both is important while brand is more than functionality.