Funny, I fear the inverse, branding, "let's call it Trek and it will sell".
Luckily that doesn't seem like the case with CBS. Otherwise we would have had a Trek show immediately after the success of ST09.
We can still have one; an animated cartoon based on the current continuity, or one set in the distant future like this show(Star Trek: Final Frontier
). Nobody said that both can't be done at the same time.