diff --git a/target/imagebuilder/files/Makefile b/target/imagebuilder/files/Makefile
index 493012ff72..af633b2163 100644
--- a/target/imagebuilder/files/Makefile
+++ b/target/imagebuilder/files/Makefile
@@ -74,7 +74,7 @@ include $(INCLUDE_DIR)/target.mk
 
 USER_PROFILE ?= $(firstword $(PROFILE_NAMES))
 PROFILE_LIST = $(foreach p,$(PROFILE_NAMES), \
-	echo '$(patsubst DEVICE_%,%,$(p)):'; $(if $($(p)_NAME),echo '    $($(p)_NAME)'; ) echo '    Packages: $($(p)_PACKAGES)'; \
+	echo '$(patsubst DEVICE_%,%,$(p)):'; $(if $($(p)_NAME),echo '    $(subst ','"'"',$($(p)_NAME))'; ) echo '    Packages: $($(p)_PACKAGES)'; \
 )
 
 .profiles.mk: .targetinfo