When you meet a person for the first time and they tell you their name, you might keep it locked up inside your head. Then you might lose contact with that person for a few years, but as luck might have it, both of you are walking down the same road at the same time one day. "Hey! I recognize that person there.. what was his name....?" And then it clicks. It clicks because you recognize characteristics about a person. You remember what they look like, more than any name or anything they have done. Whether they were attractive, ugly, or had some sort of anomally about them. You remember natural characteristics before you remember the name in which they go by. You may not remember them exactly, because people change a little bit over time.
A name is just a way for a large group of people (see: human race) to recognize each other without too much hassle. What would be the point of a symbol, or a sequence of numbers? You complain that your name is some sort of brand, but you support use of an actual brand? There is your contradiction.
You can change your name. It is entirely possible. The reason it is difficult is because there is more than just a paper to fill out. There is more to do, more included in changing your name than a simply "I think I'll go by Joe instead of Bob."