If it's not too much trouble you might consider looking for a new job if management is that obtuse.
I've worked with my company's executive team for quite a while, and they're not obtuse. They are human, however. When I go to them and suggest we trust our data to a new, up-and-coming database, I'm asking quite a lot. The cost of failure is extremely high, so I need to convince them at both an emotional and rational level that the risk is worth it. But when the conversation starts, "let me tell you about Cockroach..." I'm already starting from behind.
The reason so many people are fussing about CockroachDB's name is because there's such a huge dissonance between a product that looks fantastic on its technical merits but has a name that triggers terrible images. Have you ever lived in a house with roaches? That's the kind of thing that wedges in your mind in the "never again" category.
Attempting to explain how brand recognition works: people browse the web, they see and hear things, they remember unusual things, things they see often, things they notice better because of how they shown in all the noise, etc. After awhile when presented with the choice where they need to make a judgement either under pressure, in a hurry or simply because they don't have enough information, they favor a familiar thing, thing they can recall, rather than the thing they can hardly recall or not at all, no matter how neutral the name is. This is called a familiarity bias and is also the reason behind the phrase "no such thing as bad publicity". So, you are definitely not starting from behind.
All the best technical people I know would feel a visceral disgust at the thought of a product being discarded due to its name. Someone who was truly suited to attacking the problem of database selection would proactively make sure he wasn't letting nontechnical features into the discussion.
Whoever creates the successor to Linux should name it Holocaust OS or something just to mess with people, and laugh at those who due to its name thereby do their computing on an inferior system.
Cockroach was a terrible branding decision.
This sentence is true, but whoever is in charge of picking a database for the engineering team shouldn't base his decision on such a criteria.
This is an issue with a lot of weird or jokey project names, honestly.