Brand Name: Is it an issue to be focused?

Growing high income groups and the concept of hedonism makes people more and more brand conscious. Marketers also have done enormous endeavors like choosing a beguiling brand name, promotional blitzkrieg and other marketing strategies to make their brands top of the mind recall.
Recently I have read an article in business line, stating “four letter words are the best” and Crisp brand names which are simple to recall, memorable and easy on the tongue will remain in the consumer’s mind for a long time. “Amul” is a good example which is easier to pronounce even though there are many languages spoken in India. But there are many brands having family names, brand names associated with corporate names are succeeded.
You should have noticed that even big corporate like HLL (see HLL origin here), RKN and others are displaying their corporate logos after the TV ads. HLL have is going to change even its name to Hindustan unilever Limited. My scrutiny is whether “brand name” is only the significant one. I think marketing strategy is far more important than brand name.
I will take two examples: containing five letters. Both are catchy brand names. First one Ujala and Cielo. Ujala is the brand which is started in a small factory but because of product features and their marketing strategies they succeeded well time. But in the case of Cielo, in spite of being a brand from big company Daewoo, poor positioning and marketing strategy made them stop working.
(I have just taken an example and we cannot compare both the products and their strategies)
My view is that mere brand name alone will not work, but a sincere marketing and branding efforts will make a brand success.
Comment your views with some examples.