For clarity and to officially put @trojanfoe's comment in an answer, BUNDLE_DISPLAY_NAME
isn't a build variable. It's a value in your target's Info.plist. You'll need to change it there instead.
In order to keep your source control clean, you should put the following script after your Copy Bundle Resources phase.
if [ MY_CONDITION ]; then
newDisplayName="${BUNDLE_VERSION}"
command="Set :CFBundleDisplayName $newDisplayName"
echo "Updating display name in app package to \"$newDisplayName\""
/usr/libexec/PlistBuddy -c "$command" "${TARGET_BUILD_DIR}/${INFOPLIST_PATH}"
filepath="${BUILT_PRODUCTS_DIR}/${WRAPPER_NAME}.dSYM/Contents/Info.plist"
if [ -f "$filepath" ]; then
echo "Updating display name in dsym to \"$newDisplayName\""
/usr/libexec/PlistBuddy -c "$command" "$filepath"
fi;
fi