To achieve what you are asking, I would add a shortcut to the windows 8 start menu search by creating a Shortcut
element. You would tie that in to a Directory
element, see general example below:
<Feature Id="StartMenuShortcut" >
<Component Id="StartMenuShortcut" Guid="SOME-GUID-HERE" Directory="ApplicationProgramsFolder" >
<Shortcut Id="ApplicationStartMenuShortcut"
Name="Foo"
Target="[INSTALLFOLDER]\foo.exe"
WorkingDirectory="INSTALLFOLDER"
Icon="SomeIconFileHereIfYouHaveOne.ico"/>
<RemoveFolder Id="ApplicationProgramsFolder" On="uninstall"/>
<RegistryValue Root="HKLM" Key="Software\Microsoft\MyApplicationName" Name="installed" Type="integer" Value="1"
KeyPath="yes"/>
</Component>
</Feature>
Not only will this give you the start menu display name you desire for Foo.exe, but if Foo is ever uninstalled, this shortcut will be removed with it.
Hope this helps.