mel: set RELEASE_IMAGE to console-image

Signed-off-by: Christopher Larson <chris_larson@mentor.com>
mel: align ade config with requirements

- Add ADE_VERSION to ADE_IDENTIFIER
- Add ADE_IDENTIFIER to ADE_SITENAME
- Shorten ADE_SITENAME
- Use ?= for a few of the ADE variables

JIRA: SB-3515

Signed-off-by: Christopher Larson <chris_larson@mentor.com>
mel: s/2014\.11/2014.12/

Signed-off-by: Christopher Larson <chris_larson@mentor.com>
Merge pull request #315 from kergoth/sb-3515

Align the ADE with current requirements