Change name to menu link dinamically
I can do it implementing hook_preprocess_HOOK hook, specifically hook_preprocess_superfish:

/**
 * Implements hook_preprocess_HOOK().
 */
function MODULE_NAME_preprocess_superfish(&amp;$variables) {
  if ($variables['id'] == 'superfish-main-menu') {
    $menu = ($variables['element']['#tree']);
    // ...
  }
}