It's worse than that - the name is a brand so develops value in its own right. It's not just hard to change the name in peoples' minds, it's downright damaging

It's worse than that - the name is a brand so develops value in its own right. It's not just hard to change the name in peoples' minds, it's downright damaging (unless your product was crap, in which case changing the name might be a good strategy).