「名稱」

為何人都對「名稱」這樣執著?
According to Wikipedia, "A name is a label for a thing, person, place, product (as in a brand name) and even an idea or concept, normally used to distinguish one from another."
名稱只是一個標籤而已。
莎士比亞也這樣說: "What's in a name? that which we call a rose / By any other word would smell as sweet;"
就算名稱換了，所指向之物件也是一樣
那麼為何人都對名稱這東西那麼執著呢?