The Hull manager insists owner Assem Allam's wish to drop 'City' and call the club 'Hull Tigers' has to be respected but he understands why many traditionalists are offended.
Allam has offered to refund any of the club's season-ticket holders who are unhappy - an application for the name change for next season which will need to be made to the Football Association by April 1.
Bruce said: "I can understand [the unhappiness] because in our country especially we are really big traditionalists and a lot of people have supported the club since the year dot where it has been Hull City AFC.
"But the owner has come in and he's in a different culture and for the money he has put into the club if he thinks Hull Tigers is his way forward then we have to respect it.
"But for all the great work they have done in saving the club and getting the club in the Premier League, the last thing you want is a distraction - it's hard enough.
"I hope that it all just dies away. It doesn't seem to, it seems to rumble on for in my opinion too long, but the owner is adamant.
"And I know from having many cups of coffee with him that when he's adamant he ain't changing so we have just got to abide by it and say 'okay'.
"It might not suit everybody and I can understand those traditionalists but for the amount of money he has put in if he asks us to play in pink and white stripes on Saturday we have to do it because without him there wouldn't be either a Hull City or a Hull Tigers.
"Instead the club would be someone like Portsmouth where you are struggling to survive."
Bruce confirmed that keeper Allan McGregor is in contention to face Crystal Palace on Saturday after returning early from a thigh injury.
Irish winger Robbie Brady is also expected to return after a hernia problem, while Robert Koren is available after a foot injury, meaning Sone Aluko - out for the long-term with an Achilles injury - and Stephen Quinn are the significant absentees.
The club confirmed that Irish midfielder Quinn has a hamstring problem which will rule him out for as long as five weeks.
Quinn has made eight appearances for Hull this season, the most recent being in the heavy loss at Southampton last time out.
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