New
#1
What you show looks like a custom Toolbar list...
... right click on each and choose 'Rename'.
The entries in the standard start menu are just shortcuts held here ... C:\ProgramData\Microsoft\Windows\Start Menu\Programs or C:\Users\UserName\AppData\Roaming\Microsoft\Windows\Start Menu\Programs .... so renaming these is just a case of renaming the shortcuts. I have to assume that the same thing is the case with the start menu replacements, which I've never found a reason to use.
The Universal apps are held somewhere in the bowels of the system (I don't use them at all if possible ) but it should be possible to create a shortcut to point to them which could be called whatever you wish