Não, o nome do aplicativo é mantido no manifesto do pacote. Para citar a página da MS
Package identity
Each package is defined by a globally unique identifier known as the package identity. The package identity consists of 5 tuples:
name The name of the package. For example, "myCompany.mySuite.myApp".
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Package properties
Each package is described through its package properties, such as these:
DisplayName The friendly name of the app.