https://zoomagazin.bg/magazini. 

"As a rule of thumb, the primary name is the most obvious name of the feature, the one that end users expect data consumers to expose in a label or other interface element.

The usual sources of primary names are:

The most prominent name on a sign posted on the feature itself, especially for a feature in the built environment"

Call it slogan or descriptive name its still the name of the shops. You refuse to accept the obvious. Do whatever you want.
