Rebranding is good and can foster good will and help the business. If the brand is good or excellent, rebranding can hurt the brand and it history and reputation. Context applies here. But let's say he changes the name, I personally think some of my fandom is lost there. Business see this all the time. Have a bad brand, rebrand and hopefully things get better, have a good brand and rebrand, you gonna lose business and some fans and lose the degree of fandom of some traditional fans. If you don't care about that, more power to you. If it's a bad tradition, change it, if it's a good tradition......well etc...

I personally think something "good" will be lost, maybe "not much", depends on what it all is, but it's definitely something

I've lost some interest in the Jazz and NBA for more and bigger reasons then the Jazz changing their colors.

That's my preogative, you not losing any is yours. There's nothing wrong with fans voicing their displeasure within bounds and reason. There's nothing wrong with liking are not caring about it either.