How to: Specify a Start Menu Name for a ClickOnce Application
When a ClickOnce application is installed for both online and offline use, an entry is added to the Start menu and the Add or Remove Programs list. By default, the display name is the same as the name of the application assembly, but you can change the display name by setting Product name in the Publish Options dialog box.
Product name will be displayed on the publish.htm page; for an installed offline application, it will be the name of the entry in the Start menu, and it will also be the name that shows in Add or Remove Programs.
Publisher name will appear on the publish.htm page above Product name, and for an installed offline application, it will also be the name of the folder that contains the application's icon in the Start menu.
You can set the Product name and Publisher name properties in the Publish Options dialog box, available on the Publish page of the Project Designer.
To specify a Start menu name
With a project selected in Solution Explorer, on the Project menu, click Properties.
Click the Publish tab.
Click the Options button to open the Publish Options dialog box.
In the Publish Options dialog box, enter the name to display in Product name.
Optionally, you can enter a publisher name in Publisher name.