The point of a name is to easily and efficiently identify. Not just agreement, the agreement has to be reliable. Thus, it is moreso a conditioning. A dog will not know its name the first time it hears it, even if everyone ELSE knows and agrees with its name. Thus, the true functionality of a name is irrelevant in this case. It needs conditioning to understand that Fluffy means him. Same for humans. Repeated trials with consistent results allows us to identify with a given name.The point is that all names are just a agreement nothing more.
Agreement, reliability, repeatability kinda negates this concept of 'relative'.But this question is here to show how relative things really are.