According to this article in Harvard Business Review , an eponymous company can either make or break you. It takes a look at two studies -- one that says eponymous companies in Europe do better and another that examines the US market, where such brands don't do as well -- and finds some interesting points.
The first study says that eponymous companies lay risk to the founder’s reputation, so they are more driven to succeed. The second one tests the endowment effects hypothesis, which suggests that the possessor of an object places a higher value on its current personal use than on its potential market exchange. So what do start-ups take away from this? Click to read more.