At least when BSA stuck the "Gold Star" name on the 1971 unit single, it was actually a BSA, although everyone in the world sneered and horselaughed.
This thing being called a "BSA" doesn't even rate a horselaugh. If I want a Bajaj, a Chang Jiang, or a Mahindra, I'll buy an honest one.
It's like calling a network help desk, and someone with a heavy Hindi accent saying "Hello, my name is Nigel, how may I help you?" Yeah, sure you're "Nigel" ... don't be ashamed of your name. Be who you are, don't tart yourself up to fool people into thinking you're something "better" ...