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You can always change the definitions of your variables individually in Configuration > Common Properties > Text Variables in the Project Explorer. In addition to this you can set different values for specific variables in  individual topics. When you publish your project you can also redefine some or all of the variables in your entire project with a project skin or a variable definitions file.

See also:

Variables and Conditional Output (Reference)

Transforming Your Output with Skins

Command Line Options

Skins & redefining variables