GONE IS Jack Kent Cooke's name from the stadium he built. Gone, too, at least from telecasts of Redskins' games, is the fictional town of Raljon, which the late Mr. Cooke created and named in honor of his two sons. From now on, says the Redskins' new owner, Daniel Snyder, it will be "Live from Landover, Maryland . . ." on what Mr. Snyder firmly believes will be a procession of glorious Sunday afternoons.

For the present, and until the stadium naming rights are sold to some corporation for millions of dollars, the new arena on the Beltway will be called Redskins Stadium. Mr. Cooke will be remembered on a "Ring of Fame" similar to the one that extended around the second deck of RFK Stadium. There his name will be enshrined ("enringed," as the droll former quarterback and broadcaster Don Meredith once put it) along with those of former Redskins greats and other previous team owners: Edward Bennett Williams and George Preston Marshall.

Mr. Snyder, a young, young-looking communications executive (he is 34) who puts great hope in marketing, seems an odd successor to those larger-than-life, triple-name owners who, over a half-century and more, managed to put their very personal stamp (for better and worse) on Washington's foremost popular institution. But while he shares none of the picturesque qualities of the gruff, Shakespeare-spouting man whose name he is taking off the stadium, Mr. Snyder does appear to have a genuine passion for winning -- driven perhaps by nostalgia for a not-so-long-ago boyhood when the Redskins kept the town happy and together. He says flatly that he will make the team better, and soon, but he will no doubt find, as have many hard-charging businessmen before him, that professional sports is a very different, often frustrating, kind of business. If he can handle the challenge, though, enringment appears certain.