The breed was named Deutscher Schäferhund by Von Stephanitz, literally translating to "German Shepherd Dog". The breed was so named due its original purpose of assisting shepherds in herding and protecting sheep. At the time, all other herding dogs in Germany were referred to by this name; they thus became known as Altdeutsche Schäferhunde or Old German Shepherd Dogs. Shepherds were first exported to Britain in 1908, and the UK Kennel Club began to recognize the breed in 1919.
The direct translation of the name was adopted for use in the official breed registry; however, at the conclusion of World War I, it was believed that the inclusion of the word "German" would harm the breed's popularity, due to the anti-German sentiment of the era. The breed was officially renamed by the UK Kennel Club to "Alsatian Wolf Dog" which was also adopted by many other international kennel clubs. Eventually, the appendage "wolf dog" was dropped. The name Alsatian remained for five decades, until 1977, when successful campaigns by dog enthusiasts pressured the British kennel clubs to allow the breed to be registered again as German Shepherd Dogs
~Wikipedia
