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In OpenWrt, the default values for fields concerning a package are defined in /trunk/include/package-defaults.mk.

You can see that for the TITLE field, the default is the empty string:
TITLE:=

So you need to define it in your package Makefile. Let’s take the Makefile of liblzo as an example:

define Package/liblzo
SECTION:=libs
CATEGORY:=Libraries
TITLE:=A real-time data compression library
URL:=http://www.oberhumer.com/opensource/lzo/
endef


After doing a make menuconfig, and navigating to the liblzo package, it will show this:

Okay, pretty simple. Now what is the maximum length possible for this field?

The TITLE field can be up to 65 characters in length:

define Package/liblzo
SECTION:=libs
CATEGORY:=Libraries
TITLE:=abcdefghijklmnopqrstuvwxyz0123456789abcdefghijklmnopqrstuvwxyz012
URL:=http://www.oberhumer.com/opensource/lzo/
endef

This will show:

But if you add one more character, the TITLE field will now be 66 characters long:

define Package/liblzo
SECTION:=libs
CATEGORY:=Libraries
TITLE:=abcdefghijklmnopqrstuvwxyz0123456789abcdefghijklmnopqrstuvwxyz0123
URL:=http://www.oberhumer.com/opensource/lzo/
endef

And it will show an empty title: