Mashups naming - tabs browser name different than mashup name

We are obliged to use naming conventions, based on PTC proposals, so every mashup has to have name like [organisation].[projectname].[mashupname]_DS.
On the other hand, when I view final mashup as end-user, I see this name in browser as tabname. 

How can I declare tabname in browser different than mashup name, something more functional and less scaring for final user, like Efficiency reports?
To clarify, here is printscreen, with red what's standard for thingworx, and blue - for what I want to achieve.