Harrods has a massive budget for brand advertising though so everyone knows the name before they do any search. I don't think most small local businesses would have the budget to market their business name enough so everyone in the area knows it. How much do people look at the URL in the search results now anyway, the first thing I notice is the title and description.
And there it rests, a good title is crucial for the search engines, but it also has to attract the searcher. The description is going to help the searcher decide whether or not they click through, it should be descriptive and attractive. e.g. of a search for computer repairs chichester simulatedto illustrae the outcome
Computer repairs | top computer repair | laptop repairs
about us - contact us - our Services - laptops
repairs - desktop
repairs -
internet services - web design
computerrepairschichester.co.uk/computer-repairs
Computer Repairs and Laptop Repairs in Chichester and Sussex from Chichister Computers Ltd
Quality and fast service from your local
Chichester Computer repair
company trading since 1999 and now covering the whole of Sussex
chichcomp.co.uk/computer-repairs
If they appeared in that order, which of the two listings above are you likely to click through on?
The first one has no accurate description or has the same description page wide and google has decided it is irrelevant, and has grabbed text from the page. As the navigation is near the top, and includes 'repairs' Google is showing this as a snippet.
Finally I would suggest that some are missing the point and possibly confusing 'domain' with 'URL' (another example sorry)
chichcomp.co.uk/computer-repair
chichcomp.co.uk/laptop-repair
Both of those will help in ranking, you have a branded domain, and you have a meaningful URL to encourage clicks. I have added them to the example of SERP above to illustrate.
Googlers talk about the URL while some SEO's talk about the domain, they are not the same thing, and you really can have your cake and eat it IMO.