autodenominarse

To adopt a name or title for oneself, almost always with a skeptical or distancing undertone — Spanish journalism uses it heavily for self-proclaimed leaders, groups, or experts whose claimed title isn't independently verified.

• El grupo se autodenomina 'ejército de liberación', aunque nadie reconoce ese estatus. — The group calls itself the 'liberation army,' though no one recognizes that status.
• Se autodenominó experto en finanzas sin tener ningún título. — He styled himself a finance expert without holding any degree.
• La empresa se autodenomina líder del sector, una afirmación que no todos comparten. — The company calls itself the industry leader, a claim not everyone shares.

Using autodenominarse for a neutral, officially recognized name is off — it carries an implicit 'so they say' skepticism that llamarse or denominarse don't.

Often confused with denominarse.