This study was conducted with the aim of investigating and explaining the consequences of frequent and unplanned changes in geographical names and signs on the dimensions of place identity in the metropolitan city of Ahvaz. In this regard, the research specifically measured the impact of these changes on four key dimensions that shape place attachment—historical memory, social bonds, individual and collective emotions, and local events—in order to analyze the mechanisms through which name changes, as a symbolic act of power, weaken citizens' sense of belonging and create a rupture in urban identity. The research method was descriptive-analytical, and the statistical population consisted of 50 experts and specialists in urban fields, who were selected through snowball sampling and examined using a researcher-made questionnaire based on the aforementioned four dimensions. The findings indicate that unique names with an average of 4.54 and the stability of names with an average of 4.64 have the greatest impact on shaping place identity. In contrast, frequent name changes with an average of 2.00 have caused confusion among citizens. Geographical names and signs with an average of 4.68 play a vital role in creating social cohesion, but the degree of attention to citizens' preferences in naming, with an average of 1.36, has received the lowest score. Additionally, cultural events with an average of 4.46 have the greatest impact on place attachment. In summary, frequent renaming disrupts collective memory and emotional ties, diminishing place belonging and urban identity.