I would never expect a woman to change her name if I found myself in the unlikely scenario of wed-lock again, however if she wanted to I get that it is a tradition.
A man changing his name for marriage is just weak behavior. And I promise that any man that agrees to this is just BEGGING his bride to cheat on him with a man with a better masculine frame. To tell the truth the only times IMO that this MIGHT make sence is if a guy is marring a women who has no brothers and they need someone to carry on the family name, since it will DIE otherwise, and you have brothers with sons that can carry on. OR, if it's a couple of gay dudes that marry, that all makes sense to me.
There has to be a reasonable and logical reason for you to do this, otherwise it's just pandering to the woman... Who might say she likes this, but in truth she and all her female friends emotionally think it's weak, which actually looks WEAKER as time goes by.