Change device name on new iPad

I have just taken delivery of a new iPad, and want to transfer all the settings and apps from the old one - with one exception: I want to give the new iPad a different device name. Reading the Apple Support pages offers several ways to transfer, but I suspect that if (for example) I do an iTunes backup of the old device and then restore it to the new one, I will get the same name.

What's the easiest way to do this?

Thanks.

Paul.