It can work as a great brand. For example, a clothing company need not to have words like cloth, wear, shirts, dress, etc. The relation between 'ROCKET' and 'MISSILE' is similar to the relation between 'CAR' and 'CHEETAH.' Both 'missile' and 'rocket' are known for their high speed, momentum and their ability to reach the target. What's your appraisal for the domain?