So your suggestions are, Jim?
My suggestion is for those who have the information to lay out the sales and marketing data available, determine from that what the goals are in releasing the pack, and crafting parameters for a name that best addresses their goals in releasing the pack.
For current BftB owners, it's enough to let them know there's a new expansion pack available. Their decision will be based on whether they like the game engine enough to add to their available scenarios with a purchase.
If it's to intrigue COTA owners enough to consider upgrading, the name should identify the pack as a "new and improved" COTA with the purchase of the BftB engine. I would guess that Matrix / Panther have sales data available to determine whether a COTA owner also owns BftB. If a significant enough number of people own COTA but not BftB, that might identify a marketing target for the name, since BftB owners most likely don't care what the name is so long as they know they get more scenarios.
If it's the biggest return on investment to target Grognards who don't own BftB, then identifying the era and campaign might encourage them to expand their wargaming options through the purchase of the basic game and scenario pack with a consideration based on whether the population is more likely to have been taught about World War II from either the Allied or Axis nation perspective. One could guess that British / NATO / Western Europe, Australian / New Zealand, Russian, American, and possibly the Italian / Indian / Chinese / Indonesian / South American customer base would have been made more familiar with the Historical Allied names for the campaign than the Axis names. The opposite would be true for German, and possibly the Japanese customer bases. It's probably a toss up in former Soviet Bloc nations.
I would guess the largest untapped sales potential is with Grognards who don't own the BftB engine, but don't know the market penetration of World War II wargame sales based on former Axis / Allied affiliations determining the historical viewpoint they would be exposed to.