Too much whalesong
If you just search for "maps", you usually get a list of apps with maps in their name, of which HERE will be a high-ranking app, and the person searching might pick HERE after reading a few map app descriptions. Now that can't be done.
If you search "here maps" that'll help narrow it down even more, it'll be the first result (unless Google sticks an ad for Waze in the top slot).
Now if you just search "here" who knows what you could get. You're at the mercy of Google's algorithm. They might suddenly decide to give more weight to "here" in the app's description than the title.
HERE Maps was a known name. The strategy boutique screwed up with that one.