How do I modify the default key names created to the ARP menu and HKEY_LOCAL_MACHINE\SOFTWARE

You can configure those keys using the tags <windowsSoftwareRegistryPrefix> and <windowsARPRegistryPrefix>:

- Add Remove Program Menu:

The key will be created under: HKEY_LOCAL_MACHINE\Software\Microsoft\Windows\CurrentVersion\Uninstall\${project.windowsARPRegistryPrefix}
The default value for <windowsARPRegistryPrefix> is "${project.fullName} ${project.version}"

- Software key:

The key will be created under: HKEY_LOCAL_MACHINE\Software\${project.windowsSoftwareRegistryPrefix}
The default value for <windowsSoftwareRegistryPrefix> is "${project.vendor}\${project.fullName}"

    <project>
        ...
        <windowsARPRegistryPrefix>My ARP key</windowsARPRegistryPrefix>
        <windowsSoftwareRegistryPrefix>My Company\My product Version 4\Component A</windowsSoftwareRegistryPrefix>
        ...
    </project>