I think if/when watchtower goes bankrupt it would be natural to see splinter groups that have similar but distinct names.
Changing Name from Jehovahs witnesses to governing body followers?
The GB is way more cautious than they must be. If they do something like that nothing would happen, no mass exodus like some exjw like to believe one day they will see.
The only thing they can't change in order to keep the control is the no talking to df rule
"Other religions use fear of going to hell to control their flocks," said the elder who first studied with us. Many months went by before we heard about how they dis-f the unrepentant sinners, and how that never happens to a person unless they deserve it. Or how the fear WT uses to control their flocks is fear of shunning.
WT doesn't send people to hell; they scare the hell out of them.