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When building a zip distribution for an application, it does not seem possible to have a separate application name and cluster name, because of the following line in harness/suite.xml that hardcodes the cluster directory name to the app.name property: <zipfileset dir="${cluster}" prefix="${app.name}/${app.name}"> Such a feature is useful for products that do not brand version numbers into their application name but want to have such branding in the cluster.
Could add such an overridable property in the future. Anyway, the build targets for things like "app ZIP" are not intended to handle every possible requirement. They are just supposed to be good enough for demo purposes and to serve as a starting point for overrides by mature / complex applications.
Send me patch for review, if you really want to get such unusually requirement in.