How to change the locals name in Localized Sites
You could add new pseudo localization files to Craft craft/app/framework/i18n/data/ and rename (translate) the name of your "language" and other things in these files.

I'd use en.php as a starting point and save it as en_custom.php. Then add a new key/value pair 'en_custom' =&gt; 'My Custom Country' to the languages array (line 205 ff.), which is responsible for the translation of the language names.