diff --git a/packages/ember-runtime/lib/system/core_object.js b/packages/ember-runtime/lib/system/core_object.js
index e0a5d13ad66..7a41c7bdc49 100644
--- a/packages/ember-runtime/lib/system/core_object.js
+++ b/packages/ember-runtime/lib/system/core_object.js
@@ -9,6 +9,7 @@ import {
   guidFor,
   getName,
   setName,
+  NAME_KEY,
   makeArray,
   HAS_NATIVE_PROXY,
   isInternalSymbol,
@@ -608,7 +609,7 @@ CoreObject.PrototypeMixin = Mixin.create({
     let hasToStringExtension = typeof this.toStringExtension === 'function';
     let extension = hasToStringExtension ? `:${this.toStringExtension()}` : '';
 
-    let ret = `<${getName(this) || FACTORY_FOR.get(this) || this.constructor.toString()}:${guidFor(
+    let ret = `<${ this[NAME_KEY] || getName(this) || FACTORY_FOR.get(this) || this.constructor.toString()}:${guidFor(
       this
     )}${extension}>`;
 
diff --git a/packages/ember/index.js b/packages/ember/index.js
index 1dae9790a3a..6afbce78811 100644
--- a/packages/ember/index.js
+++ b/packages/ember/index.js
@@ -201,7 +201,24 @@ Ember.canInvoke = utils.canInvoke;
 Ember.tryInvoke = utils.tryInvoke;
 Ember.wrap = utils.wrap;
 Ember.uuid = utils.uuid;
-Ember.NAME_KEY = utils.NAME_KEY;
+Ember.setName = utils.setName;
+
+Object.defineProperty(Ember, 'NAME_KEY', {
+  enumerable: false,
+  get() {
+    deprecate(
+      'Using `Ember.NAME_KEY` is deprecated, please use `Ember.setName` instead',
+      false,
+      {
+        id: 'ember-name-key-usage',
+        until: '4.0.0',
+      }
+    );
+
+    return utils.NAME_KEY;
+  },
+});
+
 Ember._Cache = utils.Cache;
 
 // ****container****
diff --git a/packages/ember/tests/reexports_test.js b/packages/ember/tests/reexports_test.js
index 17d07c0fadf..8c62e6446eb 100644
--- a/packages/ember/tests/reexports_test.js
+++ b/packages/ember/tests/reexports_test.js
@@ -34,6 +34,12 @@ moduleFor(
       }, /EXTEND_PROTOTYPES is deprecated/);
     }
 
+    ['@test Ember.NAME_KEY is deprecated'](assert) {
+      expectDeprecation(() => {
+        Ember.NAME_KEY;
+      }, /`NAME_KEY` is deprecated/);
+    }
+
     '@test Ember.FEATURES is exported'(assert) {
       for (let feature in FEATURES) {
         assert.equal(
@@ -64,7 +70,7 @@ let allExports = [
   ['canInvoke', 'ember-utils'],
   ['tryInvoke', 'ember-utils'],
   ['wrap', 'ember-utils'],
-  ['NAME_KEY', 'ember-utils'],
+  ['setName', 'ember-utils'],
 
   // container
   ['Registry', 'container', 'Registry'],