Before I tell you what is wrong here, I assume you intended to use the regular expression \<FHNVPROV\> (there is the < missing in your question; I also put the ZIP file path in "" here):
FOR /F "USEBACKQ TOKENS=* DELIMS=" %%d IN (`"C:\PROGRAM FILES\7-Zip\7z.exe" l "C:\TEST\FHNVPROV.XXX.0704.zip" -slt ^| FINDSTR /s /i "\<FHNVPROV\>"`) DO (SET "NAME=%%d")
The problem is that the expression within the set of the for /F loop (that is the parsed part within parentheses) looks enclosed within "" to the for /F command (even though it is already enclosed within ``), because the first and last characters in between the backticks are " both. The for /F command seems to remove the backticks and also the first and the last quotation marks and executes the remainder, which is: C:\PROGRAM FILES\7-Zip\7z.exe" l "C:\TEST\FHNVPROV.XXX.0704.zip" -slt ^| FINDSTR /s /i "\<FHNVPROV\>. This is of course an invalid command line and therefore a syntax error arises.
To work around this issue, you have got the following options:
- to avoid the first or the last character to be a quotation mark; in the following example I used the short name of the directory - C:\Program Files(type- dir /X "C:\Program Files*"in command prompt to find out; I used- C:\PROGRA~1here), so it does not contain white-spaces and hence no- ""are required any more:
 -  FOR /F "USEBACKQ TOKENS=* DELIMS=" %%d IN (`C:\PROGRA~1\7-Zip\7z.exe l "C:\TEST\FHNVPROV.XXX.0704.zip" -slt ^| FINDSTR /s /i "\<FHNVPROV\>"`) DO (SET "NAME=%%d")
 
- to place another pair of quotation marks around the entire expression; the - for /Fcommand removes the- ``and the outermost- "", so the remainder is a valid command line; however, the command interpreter will now detect the- <and- >characters in the regular expression to be outside of a quoted string, so you need to escape them; the- |however is seen as part of a quoted string, so no escaping is necessary, although it would not harm; to understand that, you need to read the line from left to right character by character, and to imagine a sort of "quoted" flag, which is toggled as soon as you encounter a- ", and which disables recognition of special characters when set (see also this post):
 -  FOR /F "USEBACKQ TOKENS=* DELIMS=" %%d IN (`""C:\Program Files\7-Zip\7z.exe" l "C:\TEST\FHNVPROV.XXX.0704.zip" -slt | FINDSTR /s /i "\^<FHNVPROV\^>""`) DO (SET "NAME=%%d")
 
EDIT - You can avoid restructuring the command by escaping the outer quotes instead:
FOR /F "USEBACKQ TOKENS=* DELIMS=" %%d IN (`^""C:\Program Files\7-Zip\7z.exe" l "C:\TEST\FHNVPROV.XXX.0704.zip" -slt ^| FINDSTR /s /i "\<FHNVPROV\>"^"`) DO (SET "NAME=%%d")