The name of the installer in the DMG is what the user sees when the DMG is mounted. Note that this is not the file name of the DMG, that name is is defined by the general media file settings and possibly by the overridden media file name for the current media file.
Since the installer is an application bundle, the name of the installer is localizable, just like the names of launchers and installer applications. To use the localization feature, specify an i18n variable for the installer file name. The actual file name is evaluated in the context of the principal language, and for each additional language a localized version is written to the corresponding localization files in the installer application bundle. If the locale of the user matches one of the additional languages, that name will be displayed in the Finder instead of the real file name.