Use localized product name in appliance console

This allows us to properly brand the appliance console.

The phrase "EVM" is mentioned in a number of places, but since that is what it is called as a linux process, I opted to not change that.

https://bugzilla.redhat.com/show_bug.cgi?id=1045615

/cc @jrafanie @Fryguy Good idea to leverage product.name, or would you prefer I move elsewhere?
/cc @dajohnso localized enough for you?