I have a counterexample for this one: in Phoenix, there's an outdoor arena/pavilion that used to be called "Desert Sky Pavilion", a nice non-corporate name referring to the local geography. Well it went through that whole corporate branding crap, and while I was there at least, it seemed like people were calling it "Cricket Pavilion" (which was the current name at the time). Here's what Wikipedia says about the naming:

"Ak-Chin Pavilion (formerly known as the Desert Sky Pavilion, Blockbuster Desert Sky Pavilion, Cricket Pavilion, Cricket Wireless Pavilion and Ashley Furniture HomeStore Pavilion) is an amphitheater located in Phoenix, Arizona, which seats 8,000 under a pavilion roof and an additional 12,000 on a hillside behind the main stands."

That much renaming is really ridiculous IMO.