I remove every sticker on my bikes that can come off, especially the ones on the wheels, like hokiefyd said, most are under the clear coat and you can't remove them. Though I think leaving the brand name and model stickers on the bike is a good idea, much easier to identify the bike if you have it say 10 years or so and need to do some serious repairs or upgrades, I also think its easier to sell with the model on it as well.