One way I've found to do this is to delete the shortcut from the taskbar, rename a desktop shortcut to whatever it is you want it to be named, then pin that shortcut to the taskbar to create a quick launch icon. The shortcut then has whatever name you had given it on the desktop.
Once it's on the taskbar, though, you can bring up the context menu and select "Properties". The General tab of the properties dialog is where the name for the shortcut resides. In Windows 10 this is a two step process where bringing up the context menu for the shortcut must be done first then bringing up a secondary context menu from the program itself in that context menu is what gets you to the properties dialog. This is why I prefer the first method. Brian
