Any term of war is media created. I am sure it will have a war name in time. The Gulf War was actually Operation Desert Storm, preceded by the buildup, called Operation Desert Shield.
I believe the Operation is being refered to as Operation Iraqui Freedom as others have said. However, just as a point of clarification......The United States has not declared "war" since World War II. Only Congress has the autority to declare "war". Every Offensive/Conflict/Operation since WW2 have not been "wars" . Kind of strange to think of but I believe this is true.....Granted this is symantics but just wanted to clarify the issue.......