phrase
A Rose by Any Other Name
What something is called doesn't change what it is.
Origin
From Romeo and Juliet, Act II: 'What's in a name? That which we call a rose / By any other name would smell as sweet.' Juliet is arguing that 'Montague' is just a label and shouldn't keep Romeo from her. The plot proceeds to demonstrate that names actually matter quite a lot.
Modern usage
Used to dismiss rebranding, euphemism, or relabeling โ 'they renamed it, but it's the same product, a rose by any other name.' Common in branding criticism and political reframing arguments.
Tags
names
identity
branding