I personally like to minimize name changes as much as possible because usually, the current name Just Works and I don't really think it's worth it to break muscle memory or replace signage and stuff.

Marginally related; what is it with American stadiums being named after big companies? And when the naming rights expire, people just have to get used to the new name??

edit: I'm primarily focusing on organizations and places and anything that isn't a single individual person changing names, to be clear