Antonomasias

an;ton;o;ma;sia pronunciation: function: noun etymology: latin, use of an epithet for a proper name, from greek, from antonomazein to call by a new name, from anti- + onomazein to name, from onoma name — more at namedate: circa 1550 : the use of a proper name to designate a member of a class (as a solomon for a wise ruler); also : the use of an epithet or title in place of a proper name (as the bard for shakespeare)