[WIP] PIM-1245 : Homogenize label/name/title entity properties using label

Bug fix: [no]
Feature addition: [no]
Backwards compatibility break: [yes]
Unit test passes: [yes]
Behat scenarios passes: [yes]
Checkstyle issues: [no]*
Fixes the following jira:
 - PIM-1245
 - PIM-1246 : Fix sorting by tree on channel datagrid