The old behavior for RPM was so: if APP_NAME contains some uppercase characters, they were not changed, but in the current release, the uppercase characters are translated into lowercase in some incorrect way. That's applicable both for package name (shown in "rpm -qa") and for file name (in the bundles directory).

This leads to some issues:

1) messages while installing package:
...
cp: cannot stat ‘/opt/SQEDEMOAPP/SQEDEMOAPP.desktop’: No such file or directory
...

2) Icon link in .desktop file is broken:
$ cat /opt/SQEDEMOAPP/sqedemoapp.desktop | grep Icon
Icon=/opt/SQEDEMOAPP/SQEDEMOAPP.png
$ ls /opt/SQEDEMOAPP/
app runtime SQEDEMOAPP sqedemoapp.desktop sqedemoapp.png

4) Backward compatibility is broken, the old packages was named in any style and the actual behavior is not backward compatible.

Steps to reproduce:
1) add APP_NAME parameter containing uppercase characters (e.g, "PKG")
2) install package:
$ sudo rpm --nodeps -i pkg-1.0-1.x86_64.rpm # the file name is lowercased =(
3) look at the result