We have a process for dealing with aliases in the snap store. However if there’s a precedent of using a specific name due to prior name collisions, it might be preferable to use that.
The name collision issue is always going to be with us. Having a great store page is one way to mitigate this. Having screenshots and a good description will enable people to make an informed choice which snap to install. In addition, putting the snap install instructions on the upstream website will also give new / potential users confidence that the snap is correctly named, and has the right heritage.