Compname allows machines running Windows 2000 and above to be renamed to comply with a corporate naming scheme. The program can be run from a batch file, or from your unattended install.
It is capable of reading serial numbers/asset tags from the SMBIOS and using these as part of the name. It can also insert the current date into the new name. Very cool!
Disclaimer: This tool is designed for renaming a machine before it's joined to a domain. Renaming a PC using this tool will break any existing domain membership of the PC. The netdom.exe utility from your Windows CD is recommended for scripting a domain join.