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When I open *.deb packages downloaded from the internet in the Ubuntu software-center, it displays a "nice" name for the package (including upper- and lowercase, spaces, special characters, ...).

When I create a *.deb package from binaries only using dpkg-deb -b, Ubuntu Software Center displays the "technical" package name (the one specified at the Package: field in the control file, limited to lowercase only, no spaces, ...).

Is there any way to provide a string different from the "technical" package name (including upper- and lowercase, spaces, special characters, ...) for display in the Ubuntu software Center?

Unfortunately, this can not be done via the short description (that is displayed below the "technical" name, but not replacing it).

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I think that is specified on the description field(short description) on the control file. Take a look at this:

Depends: ${shlibs:Depends}, ${misc:Depends}
Description: <insert up to 60 chars description>  <-- Here comes the "fancy" name
  <insert long description, indented with spaces>
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