How do you change the internal name of an application so it runs under a different name?

I'm asuming that is what you need to change in order for it to run under a different name. For an example: LFS, ofc, runs as Live for Speed. What i would like to do is rename the 'internal name' (or whatever it is, as i don't actually know) to make it run as, for example: Random program.

Is it possible?