agnomination

from The Century Dictionary.

• noun An additional name or title; a name added to another, as expressive of some act, achievement, etc.; a surname.
• noun Resemblance in sound between one word and another, especially by alliteration; also, the practice of using in close proximity to one another words which resemble each other in sound (see annomination): as, “Scott of Scotstarvet's Staggering State of Scots Statesmen.”

from the GNU version of the Collaborative International Dictionary of English.

• noun rare A surname.
• noun Paronomasia; also, alliteration; annomination.

from Wiktionary, Creative Commons Attribution/Share-Alike License.

• noun rhetoric A paronomasia, or allusion of one word to another
• noun rhetoric An alliteration.
• noun rhetoric polyptoton.
• noun rhetoric Assigning to a proper name its literal or homophonic meaning.