It is not mandatory for the product name/title on your website to be the same as the filename in your creativehub account.
However, it is recommended that the names match to help you remain clear as to which products are which and avoid any discrepancies during potential future product re-imports.
Plus, having the same file name on creativehub prevents the product name on the website from getting overwritten during re-import, if the import options are not unchecked.