I renamed SQL instance
exec sp_dropserver 'oldname'
go
excec add_linkedserver 'newname'
Rebooted server
select @@servername
shows new server, but, exec sp_helpserver
shows old and instance names.
In the registry, i updated name under SQL server keys but it didn't change anything
EDIT
As soon as i run sp_dropserver 'oldname', 'droplogins'
and run exec sp_helpserver
it shows only new name but if i run sp_helpserver again, old one appears too in second row