chrome/common/extensions/docs/templates/articles/manifest/name.html

</p><h1 id="naming">Manifest - Name and Short Name</h1>

<p>
The <code>name</code> and <code>short_name</code> manifest properties are short,
plain text strings that identify the {{platform}}. You can specify
locale-specific strings for both fields; see
<a href="http://developer.chrome.com/extensions/i18n">Internationalization</a>
for details.
</p>

<h2 id="name">Name</h2>

<p>
The <code>name</code> (maximum of 45 characters) is the primary identifier of
the {{platform}} and is a required field. It is displayed in the following
locations:
</p>

<ul>
  <li>Install dialog</li>
  <li>Extension management UI</li>
  <li><a href="https://chrome.google.com/webstore">Chrome Web Store</a></li>
</ul>

<h2 id="short_name">Short Name</h2>

<p>
The <code>short_name</code> (maximum of 12 characters recommended) is a short
version of the {{platform}}'s name. It is an optional field and if not
specified, the <code>name</code> will be used, though it will likely be
truncated. The short name is typically used where there is insufficient space
to display the full name, such as:
</p>

<ul>
  <li>App launcher</li>
  <li>New Tab page</li>
</ul>