John 5:39 You keep examining the Tanakh because you think that in it you have eternal life. Those very Scriptures bear witness to me, 40 but you won’t come to me in order to have life!
41 “I don’t collect praise from men, 42 but I do know you people — I know that you have no love for God in you! 43 I have come in my Father’s name, and you don’t accept me; if someone else comes in his own name, him you will accept. 44 How can you trust? You’re busy collecting praise from each other, instead of seeking praise from God only.
45 “But don’t think that it is I who will be your accuser before the Father. Do you know who will accuse you? Moshe, the very one you have counted on! 46 For if you really believed Moshe, you would believe me; because it was about me that he wrote. 47 But if you don’t believe what he wrote, how are you going to believe what I say?” (CJB)
Notice in the above passage that Yeshua came in his Father’s Name; yet, mankind struggles to distinguish the Name of YHWH, versus the name of man. This includes those who practice Judaism or Christianity who know full well that YHWH (or “Yahweh”) is the Name of the Creator of the Universe.
Unfortunately, most prefer to follow religious traditions about His Name. Rabbinical authorities, for instance, have long established a ban on verbalizing the Name of YHWH, for fear of misusing it. Instead, they invented the title of “HaShem” (which means, “The Name”) to use in place of ‘YHWH”. And Christians like to use “the LORD”.
In such cases, religious traditions come in “their own name” – and by usurping authority over Scripture, “religion” sends followers out “in the name” of their respective religion….
As you can surely see, a “name” carries authority, or “branding” just as universities award degrees in their “name”. Honor and recognition by the faculty extends the use of the “name” to its “disciples.”