To my knowledge it has to match. You could try and place some comments about the skill name in the skill testing instruction block. Currently I haven't found a way to add SSML into the invocation for the certification, however you can place it in the code so that Alexa says the name correctly once the skill is activated. I would send the skill into certification and see what they say. Many times I have had someone reply letting me know what I needed to change before it could be certified.