Kinda sorta tag team names

Here’s a bit of a random question — what’s with this trend WWE has had the past few years where established tag teams have a team name — that the team refer to themselves as, with merchandise and videos that refer to them as such, and even the announcers refer to them by that name — yet they are introduced to the ring (with title screen) as their individual names or a different name altogether?

Examples would be Sheamus and Cesaro, who refer to themselves as "The Bar," who have merchandise as "The Bar," gear that says "The Bar," and the announcers refer to as "The Bar," but are introduced to the ring as "Sheamus and Cesaro" with a title screen that says the same. Ditto for Matt Hardy and Bray Wyatt ("Deleters of Worlds") and Anderson and Gallows ("The Good Brothers). And then you have the Fashion Police, who the announcers call "The Fashion Police" but will be introduced as "Breezango." These are just the current teams that come to mind.

I would think that since they sell merchandise for each of these acts, it’s not a trademark issue. So what’s the deal? Seems to really conflict with their emphasis on branding.

Indeed! I’ve never understood the Breezango vs Fashion Police thing either.

A lot of it just seems to be that they’re shitty at the details of being a wrestling promotion but great at the big picture of branding themselves.