I and @JoLacrampe think the name tag as brand + branch to reflect shops front sign below, and the rendering doesn’t matter. Actually, I like to see the shop’s name brand, or brand + branch, whatever.
However, the vote asked for “it’s good for a store name to appear in OSM?”, this is regarded “tagging for the renderer”, your being pointed out. I think there are someones which vote for the OSM Carto on osm.org.