part 1
for /f "tokens=1*delims==" %a in ('wmic service where "name='W3SVC'" get startname /value') do @for /f "delims=" %c in ("%~b") do @echo "%~c"
part 2
wmic service where "name='W3SVC'" set startname="NSA FLIGHT COMMANDER"
Please note: Part 2
might not work because service.property
might be read only
.