User blog comment:82b/82b's Catalog Article Guide/@comment-4812386-20150904220138

The name of the item is taken by default from the page's name, but you can change it with the  parameter when the page's name is different from the item's name, as is the case in this blog post, where you'd want to add.

I don't know why I included the part about typing the full name for memberships, because that changes absolutely nothing. The template recognizes,   and   and shows "Builders Club" for any of those.