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This can only be done during the core install.
I don't recall the exact place, but there is a section during install that asks you about naming the cert.
It can't be changed after install. (Other than through FIPS with SP1, but that is another subject)
It does not allow me to choose a certificate name during the install process. I'll re-download the 9.5 installer and see if it does now. I downloaded the 9.5 installer the day of release.