Attempts to rule against naming the Higgs boson after physicist Peter Higgs suggest that political correctness is taking over from scholarship (Nature 483, 374; 2012). Your suggestion that the name Higgs should be retained for reasons akin to business branding is hardly better. Higgs has a unique claim to the massive boson in question.

My book The Infinity Puzzle (Oxford Univ. Press, 2011) covers the history of the Higgs hypothesis in detail. It is true that Higgs is one of several theorists who, in 1964, independently discovered how to give mass to fundamental particles, and that it would be inappropriate to refer to the hypothesis of mass generation as the 'Higgs mechanism'. However, it was Higgs alone who drew attention to the massive boson whose detection can prove the hypothesis. So naming the boson after him, as Ben Lee did in 1972, is justifiable.