The MTA is trying to sell the naming rights to the Atlantic Ave subway stop in Brooklyn to Barclays, a London bank. If approved, other rights may be sold as well. Yes, let's make the NYC subway even more confusing than it already is, although I'm sure the MTA will come up with some reason that cramming "Domino's® Breadbowl Pasta™ Station" onto a map makes more sense than "23rd Street".
On the other hand, a casual study of the NYC subway map reveals the following brand names already in use:
Rockefeller Center
Columbia University
JFK Airport
Museum of Natural History
Lincoln Center
Hunter College
Yankee Stadium
Aqueduct Racetrack
Times Square
Herald Square
NY Aquarium
World Trade Center
Brooklyn Museum
Mets
But, without exception, station names are derived from nearby landmarks: streets, airports, schools, stadiums, squares, parks, etc.