What is the name game in the context of the federal bureaucracy

The Federal Bureaucracy is the unelected, administrative body in the Executive Branch of the United States government, it performs three primary tasks in government: implementation, administration, and regulation.

The name game in the context of the federal bureaucracy is the idea that voters will vote for candidates who has a name they recognize, although not necessarily because of the ability or the qualifications of the judicial candidate in the election race.