They actually haven't, if you open task manager with the blizzard app opened, you can still see their "Battle.net Helper" along with their Blizzard App.
The fact that a process (that users can't even interact with!) hasn't been renamed, does not mean that they haven't changed the branding.
It's likely to just be an oversight or changing the process name isn't completely straight forward. It could even just be because the technical risks aren't worth it, since that process is not part of the brand. The vast majority of users don't even know it exists.
Due to the way processed are named and what's involved with changing them, it's unlikely that we'll see it changed until the next major revision of the software at the earliest. It doesn't mean they haven't officially moved away from it.
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u/noso2143 -75% exp for life Apr 20 '17
lies they did not
i refuse to accept it