For systems that don't provide "Product Name", try to use "Product
Part Number" instead. Supermicro does this, for instance:
# ipmitool fru print 0
Chassis Type : Other
Chassis Part Number : CSE-118GQETS-R2K03P
Chassis Serial : [...]
Board Mfg Date : Sun Dec 31 16:00:00 1995
Board Mfg : Supermicro
Board Serial : [...]
Board Part Number : X10DGQ
Product Manufacturer : Supermicro
Product Part Number : SYS-1028GQ-TR
Product Serial : [...]