For official PC names (ex. network names), I use the chipset name (Z68, HM67).
For non-PC devices (ex. mobile), I use model numbers (I9250, P5110) or codenames (Maguro).
Other than that, desktop is desktop, laptop is laptop, phone is phone, etc. Also, it would get quite schizophrenic if I gave the PCs names since I dual-boot pretty much everything. :P