You can go to Banfiled, the hospital at Petsmart, and they will give you a pamphlet on how to change your pet's name. I kid you not.
When I rescued my dog he came with a name that fit him perfectly -- it was truly the right name for him, so even though he'd been given it by the rescue who had only had him a few days, and didn't answer to it, we kept it.
Anyway, we went to Banfield to get him checked out, and when I called and made the appointment they kind of snorted and said "Oh, don't worry about the name, you can change that, we'll tell you how." I said, thank you but we LIKE his name. Then when we went in a different person (opposite gender) told me "Here's a pamphlet to help you change his name." Then both he vet tech and the vet made a point of offering the pamplet, then when I left the person checking me out offered me the darn pamphlet again!
I don't want to post his actual name online, but it's an old man name, like Floyd. Something I would never name a child in a million years, but it suits him perfectly. Apparently, I'm the only one who thinks that however.
Anyway, they seem eager to hand out the pamphlets, and clearly don't believe that you can harm a dog by changing his name. On the other hand, they seem oposed to giving dogs old man names.