"What is awe" of a parent? asks Shulchan Aruch Yore Dea 240:2. It includes, SA answers, that one
shall not call [his parent] by [the latter's] name, neither during [the parent]'s life, nor in his death. Rather, he says "my father, my master".
Allow me to quote the Pische S'shuva :2, not to focus on his content, but, rather, merely as an example of how far this prohibition goes, how strict it is:
It seems to me that if others ask of him, "Whose son are you?", telling them "I am the son of Reb So-and-so" is permitted. Evidence of this [ruling] is from what the Maharshal wrote (in paraphrase):
That the Rosh referred to his teacher the Maharam of Rothenburg by name is all right, as he had multiple teachers and needed to clarify, but by one's father it's forbidden, as he has but one father [so can always say simply "my father"]. The fact that the Tur mentioned his father [by name] is okay, as he mentioned him in a respectful manner "the Rosh" which [besides being an acronym of his name] means "head", i.e. of all Jews.
Thus, if people don't know his father so he must mention him [by name], it's also okay.
(As always, for practical halacha, consult your rabbi.)
The very last thing Yaakov is recorded in Chumash as saying was (Vaychi 49:29–33):
I am [dying]. Bury me near my fathers in the cave in the field... that Avraham bought... as a burial plot. There they buried Avraham and Sara his wife; there they buried Yitzchak and Rivka his wife; and there I buried Lea....
Why did he refer to his parents and grandparents by their names, not even adorned with any honorifics?
(One can, as always, answer that, living before matan Tora, Yaakov was not obligated in any mitzva and therefore was not obligated in the mitzva of awe for parents. I am seeking meatier answers.)