To change the name you need open this file: StartServer.dat
StartServer.dat is this:
set INSTANCEDIRECTORY=%~dp0Instance
set SERVERNAME= HERE IS THE NAME OF THE SERVER
set GAMEPORT=25200
set REMOTEADMINPORT=192.168.1.2:47200
set ADMINPASSWORD=smurf
set PINGSITE=SAm
set REGION=SAm
BF.Main_Win32_Final_Server.exe -serverInstancePath "%INSTANCEDIRECTORY%" -Server.ServerName "%SERVERNAME%" -Network.ServerPort %GAMEPORT% -Server.RemoteAdministrationPort %REMOTEADMINPORT% -Server.AdministrationEnabled true -Server.AdministrationLogEnabled true -Server.AdministrationPassword "%ADMINPASSWORD%" -BFServer.PingSite %PINGSITE% -Online.Region %REGION%