Also, look into using Mapped Content Controls.

• Repeating Data Using Document Property Content Controls and Other Mapped Content Controls
• Mapped Content Controls by Greg Maxey

Hint, When asking questions here or in any help forum, it is important to give context. Your real question was not about text in the bookmark but rather the bookmark name.

I've altered your title from "MS Word 2016 Bookmark text doesn't show when display of bookmarks is enabled" so that future users of the forum can more easily find relevant content.