That would annoy consumers more than it would hurt the business. Do you think people would stop buying the Apple iPhone if tomorrow it was called the Pear jPhon

That would annoy consumers more than it would hurt the business. Do you think people would stop buying the Apple iPhone if tomorrow it was called the Pear jPhone? The name part of a brand is valuable, but it doesn't really define the brand, especially for huge brands like Google. A bigger punishment perhaps would be if they allowed competitors to use the brand instead - if you could have Apple "Google Maps" and Bing "Google Maps" and OSM "Google Maps" for one of these cases, but that is even less realistic as a possible option.