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The term name usually refers to the name of the player character talking to a quest giver when used to describe quest text. i.e "I have a quest for you, <name>. Are you up for it?"

It can also refer to a player character name or fragment of the name when doing a /who query.

Game Manual

Name: The name of your selected target. A tag underneath a name might be a player's guild affiliation.[1]

References

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