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May be nice to permit Branding Name to have a somewhat freer syntax - e.g. permit hyphens ('-'), uppercase letters, etc. ${app.name} can handle some more characters. ${branding.token} would need to be automatically processed to fit the restricted syntax that NbBundle permits.
It would be quite complicated, b/c this string is used in application's jars and localized jars. Also lot of ant scripts should be reviewed. So closing as WONTFIX.