The product name in the default WiX template was "$(var.ProductName) $(var.ProductVersion)", so there was no way to stop the version number from appearing in the name. Change the default to "$(var.ProductName)".
To continue to put the product version into the name, just do:
<ProductName>Deployment Framework for BizTalk - Advanced $(ProductVersion)</ProductName>
To continue to put the product version into the name, just do:
<ProductName>Deployment Framework for BizTalk - Advanced $(ProductVersion)</ProductName>
