How can I change the war name generated by maven assembly plugin

You can achieve this by specifying the finalName property in your pom, e.g.

<build>
    <finalName>something-else</finalName>
    ...
</build>

Use the following in the configuration of the maven-assembly-plugin:

<configuration>
  <finalName>custom-name</finalName>
  <appendAssemblyId>false</appendAssemblyId>
</configuration>

Full details in the official documentation of the assembly:single mojo.

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