NOM

The brand name emphasis seems to contradict D&C 107:2-4, where the scripture tells us "Why the first is called the Melchizedek Priesthood is because Melchizedek was such a great high priest. Before his day it was called the Holy Priesthood after the order of the Son of God, but out of respect or reverence to the Supreme Being, to avoid the too frequent repetition of his name, they, the church (the Church of Jesus Christ of Former-day Saints?) in ancient days called that priesthood after Melchizedek, or the Melchizedek Priesthood.

But perhaps it isn't as important to avoid the too frequent repetition of the name of Jesus Christ as it used to be.