Change the firmware and Board name

hi dear 's

i bought new oem board with Cpu soc ar9344 5ghz i need chnage the the os software to openwrt but all my attempts faild to change the firmware.
1-can i change the firmware openwrt ?
2-can i change the board name ?

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thank toy for replay
that mean i can add my board to openwrt ?
my other question can i change the board name ? from ssh or serial connection ?

What do you mean by board name?

when the firmware boot up it's show like this


BOARD : xw-litebeam
GPIO : INIT ----> FINISH
DDR : INIT ----> FINISH