Active Sync: Application title in software list?

I have a setup project to install a pocket pc setup app on a desktop pc
and after that install the pocket pc app via active sync on mobile
devices (like the known setup project example from microsoft). My
question is from where active sync gets the title of the application in
the software list?
In more detail:
in activesync go to Tools->Software... . In this dialog you can see a
list of all installed and installable applications. And I want to know
what string activesync uses to name the application in the list? is it
the default directory name without '/' ?