A lot of company naming in China probably goes back to the communist days when everything was owned by the government and the location was put into a factory name like Shenzen Cloths Factory # 3. Sometimes you still find those old names on products. Chinese marketing hasn’t caught up to their products market integration and they really do lack an understanding of how it culturally affects sales in other countries. So you get some unusual product and company names.
As far as Creality using the Ender and CR names over and over instead of coming up with new one they may just be getting as much traction from them and there success in the market place as they can. It’s kind of like American car companies bringing back old names for a new model, trying to tie an old model success to a new model hoping to boost it’s image.