Brand name is the means to paraphrase and convey the meaning of goods. In modern commercial society, the brand name is not only the symbol of commodity, but also the important capital of an enterprise in the market competition. It can create huge economic value for an enterprise. Formation of a brand name is based on the principle of rhetoric. Thus, the study of rhetoric for brand name can help the enterprise make the brand name strategy, and enhance its market competitiveness. However, so far not any research has involved economic value of brand name rhetoric. Based on the theory of rhetoric, this paper discusses the general rhetorical devices for brand naming, analyzes the existence of economic value of brand name rhetoric. From the point of customers, the economic value of the band rhetoric is measured.