The Windows command line program to change services is "sc".

Here's the Microsoft reference page: https://technet.microsoft.com/en-us/library/bb490995.aspx

To change the display name of a service you can run:

sc config "Old service name" displayname= "New service name"

To change the executable you can run:

sc config "Service name" binpath= "C:\path\to\executable\here"

For both of those commands, make sure you have a space between the = and the new name (ie. displayname= "New Name", NOT displayname="New Name")