Altering vendor info on USB HID device

I am creating a value added application for a third-party piece of USB
hardware and do not want the third-party company name to appear wherever the
device is referenced. The hardware vendor has a registered USB vendor ID
and this ID is of course embedded in the firmware of the device. Is there a
way during software installation to change the vendor name associated with
this ID on a given workstation?

I have spent considerable time trying to find where the vendor name
information (e.g. "Company A") is stored for each USB vendor ID, but have
not been able to find it.

Note that this is a HID class device and is using the standard HID USB
drivers delivered with Windows, i.e. there is no device specific driver.

Thanks,

Scott