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
As far as stadiums and buildings, the owners take money from companies to name them. Lots of money. It’s called paying for naming rights, and the contracts usually have set terms, like the company has to pay X amount per year to keep the naming rights.