First off, it would be very interesting to know what do you mean by "perfect/great brand name"? Examples. Also examples of "bad" brand names would interesting to see too. I personally think that the thing is subjective, in the first place. And overall, you don't love or hate a casino because of its name. If a casino has excellent functionalities, you start loving its name whatever it is.
The brand name has little to do with the influence a casino controls over player decisions to patronize the gambling platform, what must players look out for is the reputation of the site and how effective and attractive the services/games are. So paying more attention to the features of the site can mean a great deal even if the
brand name is not unique but having the two is an added advantage.
No, no, it should definitely be unique enough for people to recognize it. From what I know, only scammers would name their online casino very similar to a well-known one. If you are to create an honest casino with great functionality, you should better pick a unique name for it.