This has to be the most pointless and loaded thread I have seen on here. One poster is dictating what should be said, then judging them by his own biased viewpoint and ignoring anything that challenges his own stance.
Do we wish to keep the current owners who own and fund the club? If so, he has made it very clear that name-change is an essential part of that. So, depending on your viewpoint, continued ownership and security is an absolute benefit of name-change.
What is this study that has been commissioned and what bearing can it possibly have on your argument if it is incomplete? I asked earlier, somewhere; what other campaigns have there been that are similar to our own (identity changes of PL football clubs)? Come on, follow your own advice and state your case clearly, as it is you that has introduced it to this very prescribed and foolish thread.