Rebrand/Name Change Thoughts

I am working with a company that is named "Geolocation+Niche", ie West Richmond Dentistry. For years they were the only dentist in this area with a name anywhere similar. The population however has sense boomed and so has the competition, especially using variations similar. Here is now a West Richmond Dentistry, West Richmond Family Dentistry, West Family Dentistry Richmond, etc etc.

The company I am working with is considering rebranding a more non-generic name to avoid potential confusion. This brand has been built over the past decade plus and has a great reputation in the community. Their biggest concern is this getting ruined and/or exploited by the similarly named companies.

Thoughts, things to consider, etc on a name change?

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