diff --git a/dao/src/main/java/org/thingsboard/server/dao/asset/BaseAssetService.java b/dao/src/main/java/org/thingsboard/server/dao/asset/BaseAssetService.java
index ad6adee1ee..5f8cbe7064 100644
--- a/dao/src/main/java/org/thingsboard/server/dao/asset/BaseAssetService.java
+++ b/dao/src/main/java/org/thingsboard/server/dao/asset/BaseAssetService.java
@@ -160,11 +160,12 @@ public class BaseAssetService extends AbstractCachedEntityService<AssetCacheKey,
 
     private Asset saveAsset(Asset asset, boolean doValidate, NameConflictStrategy nameConflictStrategy) {
         log.trace("Executing saveAsset [{}]", asset);
-        Asset oldAsset = null;
+        Asset oldAsset = (asset.getId() != null) ? findAssetById(asset.getTenantId(), asset.getId()) : null;
+        if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY && (oldAsset == null || !oldAsset.getName().equals(asset.getName()))) {
+            uniquifyEntityName(asset, oldAsset, asset::setName, EntityType.ASSET, nameConflictStrategy);
+        }
         if (doValidate) {
-            oldAsset = assetValidator.validate(asset, Asset::getTenantId);
-        } else if (asset.getId() != null) {
-            oldAsset = findAssetById(asset.getTenantId(), asset.getId());
+            assetValidator.validate(asset, Asset::getTenantId);
         }
         AssetCacheEvictEvent evictEvent = new AssetCacheEvictEvent(asset.getTenantId(), asset.getName(), oldAsset != null ? oldAsset.getName() : null);
         Asset savedAsset;
@@ -187,9 +188,6 @@ public class BaseAssetService extends AbstractCachedEntityService<AssetCacheKey,
                 }
             }
             asset.setType(assetProfile.getName());
-            if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY) {
-                uniquifyEntityName(asset, oldAsset, asset::setName, EntityType.ASSET, nameConflictStrategy);
-            }
             savedAsset = assetDao.saveAndFlush(asset.getTenantId(), asset);
             publishEvictEvent(evictEvent);
             eventPublisher.publishEvent(SaveEntityEvent.builder().tenantId(savedAsset.getTenantId()).entityId(savedAsset.getId())
diff --git a/dao/src/main/java/org/thingsboard/server/dao/customer/CustomerServiceImpl.java b/dao/src/main/java/org/thingsboard/server/dao/customer/CustomerServiceImpl.java
index 397b520933..aecce5a8d5 100644
--- a/dao/src/main/java/org/thingsboard/server/dao/customer/CustomerServiceImpl.java
+++ b/dao/src/main/java/org/thingsboard/server/dao/customer/CustomerServiceImpl.java
@@ -156,15 +156,15 @@ public class CustomerServiceImpl extends AbstractCachedEntityService<CustomerCac
 
     private Customer saveCustomer(Customer customer, boolean doValidate, NameConflictStrategy nameConflictStrategy) {
         log.trace("Executing saveCustomer [{}]", customer);
-        Customer oldCustomer = null;
+        Customer oldCustomer = (customer.getId() != null) ? findCustomerById(customer.getTenantId(), customer.getId()) : null;
+        if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY && (oldCustomer == null || !oldCustomer.getTitle().equals(customer.getTitle()))) {
+            uniquifyEntityName(customer, oldCustomer, customer::setTitle, EntityType.CUSTOMER, nameConflictStrategy);
+        }
         if (doValidate) {
-            oldCustomer = customerValidator.validate(customer, Customer::getTenantId);
+            customerValidator.validate(customer, Customer::getTenantId);
         }
         var evictEvent = new CustomerCacheEvictEvent(customer.getTenantId(), customer.getTitle(), oldCustomer != null ? oldCustomer.getTitle() : null);
         try {
-            if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY) {
-                uniquifyEntityName(customer, oldCustomer, customer::setTitle, EntityType.CUSTOMER, nameConflictStrategy);
-            }
             Customer savedCustomer = customerDao.saveAndFlush(customer.getTenantId(), customer);
             if (!savedCustomer.isPublic()) {
                 dashboardService.updateCustomerDashboards(savedCustomer.getTenantId(), savedCustomer.getId());
diff --git a/dao/src/main/java/org/thingsboard/server/dao/device/DeviceServiceImpl.java b/dao/src/main/java/org/thingsboard/server/dao/device/DeviceServiceImpl.java
index 8be94a9bcf..8a0b4b3196 100644
--- a/dao/src/main/java/org/thingsboard/server/dao/device/DeviceServiceImpl.java
+++ b/dao/src/main/java/org/thingsboard/server/dao/device/DeviceServiceImpl.java
@@ -229,11 +229,12 @@ public class DeviceServiceImpl extends CachedVersionedEntityService<DeviceCacheK
 
     private Device saveDeviceWithoutCredentials(Device device, boolean doValidate, NameConflictStrategy nameConflictStrategy) {
         log.trace("Executing saveDevice [{}]", device);
-        Device oldDevice = null;
+        Device oldDevice = (device.getId() != null) ? findDeviceById(device.getTenantId(), device.getId()) : null;
+        if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY && (oldDevice == null || !oldDevice.getName().equals(device.getName()))) {
+            uniquifyEntityName(device, oldDevice, device::setName, EntityType.DEVICE, nameConflictStrategy);
+        }
         if (doValidate) {
-            oldDevice = deviceValidator.validate(device, Device::getTenantId);
-        } else if (device.getId() != null) {
-            oldDevice = findDeviceById(device.getTenantId(), device.getId());
+            deviceValidator.validate(device, Device::getTenantId);
         }
         DeviceCacheEvictEvent deviceCacheEvictEvent = new DeviceCacheEvictEvent(device.getTenantId(), device.getId(), device.getName(), oldDevice != null ? oldDevice.getName() : null);
         try {
@@ -256,9 +257,6 @@ public class DeviceServiceImpl extends CachedVersionedEntityService<DeviceCacheK
             }
             device.setType(deviceProfile.getName());
             device.setDeviceData(syncDeviceData(deviceProfile, device.getDeviceData()));
-            if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY) {
-                uniquifyEntityName(device, oldDevice, device::setName, EntityType.DEVICE, nameConflictStrategy);
-            }
             Device savedDevice = deviceDao.saveAndFlush(device.getTenantId(), device);
             deviceCacheEvictEvent.setSavedDevice(savedDevice);
             publishEvictEvent(deviceCacheEvictEvent);
diff --git a/dao/src/main/java/org/thingsboard/server/dao/entityview/EntityViewServiceImpl.java b/dao/src/main/java/org/thingsboard/server/dao/entityview/EntityViewServiceImpl.java
index 4c7269f17b..88d87f4227 100644
--- a/dao/src/main/java/org/thingsboard/server/dao/entityview/EntityViewServiceImpl.java
+++ b/dao/src/main/java/org/thingsboard/server/dao/entityview/EntityViewServiceImpl.java
@@ -125,7 +125,7 @@ public class EntityViewServiceImpl extends CachedVersionedEntityService<EntityVi
     private EntityView saveEntityView(EntityView entityView, boolean doValidate, NameConflictStrategy nameConflictStrategy) {
         log.trace("Executing save entity view [{}]", entityView);
         EntityView old = (entityView.getId() != null) ? findEntityViewById(entityView.getTenantId(), entityView.getId(), false) : null;
-        if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY) {
+        if (nameConflictStrategy.policy() == NameConflictPolicy.UNIQUIFY && (old == null || !entityView.getName().equals(old.getName()))) {
             uniquifyEntityName(entityView, old, entityView::setName, EntityType.ENTITY_VIEW, nameConflictStrategy);
         }
         if (doValidate) {