While they are, everyone else is allowed to ignore them doing this, particularly when it's silly. For instance, there was a period of about 18 months in the early noughties when the Royal Mail (the UK post office) changed its name to Consignia. Everyone sensibly ignored this, and they quietly changed it back.
I heard one of the people responsible for the Consignia branding change talking about how the drama was entirely a media fiction, and found him convincing.
The basic gist was "The Post Office" and "Royal Mail" brand were not going anywhere. "Consignia" was a brand intended for Europe (and indeed worldwide) cargo, logistics and transport parts of the business where those existing names were ill-suited (e.g. other countries have royals too).
But you get enough misleading media stories and you're forced to roll back things you were never intending to do in the first place. A victory for common sense, it was not.
edit: apparently the parent company is now called "International Distributions Services plc" which is super generic.
The first few years of this century were _weird_.