I believe there are some tools that will do it but at offset 68(hex) in a rom file there is a number.
Flip this number around:
original:
abcd
flipped (readable)
dcba
In one example (nacho libre EU)
00740e00 becomes 000e7400
go to this offset.
This is actually the icon you see and the colourscheme it uses.
Add 240 (hex) to this address and you will see a unicode name: edit this to edit the name. Some roms have further names corresponding to the language of firmware you are using but most of the time only the first (techinically Japanese) is defined.
See this if you want some more info:
http://nocash.emubase.de/gbatek.htm#dscartridgeicontitle
edit: you might need to correct the header, ndsts should do it:
http://www.gbadat.altervista.org/tools.htm