Pilot reported concerns with identifying BFF airport by different names and resulting in potential near misses due to non-standard airport name identification in radio communication. The airport name was recently changed.

Narrative

BFF AWOS recently changed the way the airport is identified from 'Heilig Field; Scottsbluff; NE' to 'Western Nebraska Regional Airport William B. Heilig Field'. This change has caused much confusion. On Day 0 at about XA:05 Aircraft X made 3 or more calls to 'Scottsbluff Traffic' as he taxied out to Runway 23 for back-taxi. Aircraft X then called 'Scottsbluff Traffic' and made the announcement he was back-taxiing 23 for an immediate departure to the southeast. Aircraft X made another call to 'Scottsbluff Traffic' that he was taking off Runway 23 and will be departing to the southeast.As he rotated and began to climb; Aircraft Y made a call to 'Western Nebraska Regional Airport' stating they were on a 5 mile final straight in Runway 5. As Aircraft X climbed off the runway; the two aircraft realized they were talking to the same airspace and were on a collision course and they each made immediate turns to their respective rights to avoid a collision. The pilots of each aircraft then remarked to each other that that was a close one and the new name of the field in AWOS is confusing and apologized to each-other for the event that happened. Aircraft Y had to perform a 360º turn on short final to avoid Aircraft X while the Aircraft X made a right turn to a westerly heading until he gained enough altitude to depart back to the southeast without getting near Aircraft Y.This is the third time I have personally witnessed a near collision at this airport in the last 2 months. I can only assume these events are due to the confusion of the name of the field on AWOS.This airport has been called 'Heilig Field; Scottsbluff Nebraska' for years. The change in name on AWOS is very confusing and has lead to pilots calling the same field by different names while in the pattern or on approach together. As you know; that is bad. I have called every airport in the state of Nebraska with weather reporting and every single one of them has the city name in the AWOS report EXCEPT Scottsbluff.Please consider changing the way AWOS reports the name of this airfield back to 'Heilig Field Scottsbluff Nebraska' or at least including the name of the town back into the weather report.