[CentOS] Changing the centos name on boot

I have been playing around with customizing the centos to create a spin for
my workplace.
I am using centos 6.6 minimal, and trying to change the centos name to some
random string.
I have been able to change the name in the grub using grub.conf, but the
name while the system is booting, I am not able to find a reference to that.
Can somebody help me with that ?

Attached screenshot.

Anyhelp with what to search for or some blogs and direct answers would help
:-)

-- 
Cheers
--
S.Ramaseshan
Engineer
fractalio.com