What's in a dog's name?

"FIDO", "FIDO!!", "FIDO!!!!"

How do you feel when someone shouts your name repeatedly, getting more and more angry with every syllable? Does it make you want to listen? Respond? It doesn't me.

The name you have chosen for your dog is a precious gift shared between you and them. There is a reason why the recommendation is to not put your dogs name on their tag in case they get lost. It is your link with your dog, no one elses. It is often your first port of call in gaining your dogs attention in a variety of situations, emergency or mundane.

Typically us humans like to talk. When in the company of others we often can't help the words from rolling off our tongue, even when the "others" are members of a different species: our dogs. I don't think we need to be silent around our dogs 24/7, but because our words to them are nonsense jibberish (except the cue words we have trained our dogs to understand), it is the tone of what we say that communicates everything the dog needs to know.

Their name needs to remain a positive identifier, and ideally be followed by a cue that they understand. "Fido, Come!" said in an excited joyful way will encourage your dog to listen and respond with that same energy. Conversely, angrily yelling their name repeatedly will simply encourage them to zone out from you; whatever they are doing will be far more reinforcing than attending to you.
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Dogs won't really understand the concept of a name intellectually ('this is me, and no one else') but they don't have to. It is our job to keep their name a positive reinforcing cue in itself. It will make your relationship with them, in terms of communication and attachment, a lot more positive and easier to manage.