it depends though i don't believe there is a simple solution for this..
If you know the product name before installation is started, you may engineer process to modify the application manifest, sign it, and then deploy it. Eg. in a scenario where user picks a product name from a drop down menu and clicks on the installation URL.
All of it can be done by mage.exe.
eg. use following command to update publisher -
mage.exe -update <original dep. manifest> -Publisher <name of the publisher> -ToFile < name of new dep. file>
mage.exe -sign <new dep. file> -CertFile <certificate>