That is not consistent with c-mode, which
uses font-lock-constant-face
for both goto statements and labels.
That's my feeling as well. We fontify labels with
font-lock-constant-face in other programming modes, so it would feel
wrong to deviate from that in bat-mode.
As for uses of labels, I see your point about inconsistency, but maybe
this is justified due to the fact that batch-file labels can be
CALLed?
If the concept of a label is used
consistently across many major-modes, maybe it would make sense to
define this as a first-class font-lock concept?
Basically we could have an official
"font-lock-label-face" instead, which by default would be derived
from font-lock-constant-face. That way people who want labels to
look more like functions can customize it on their end.