The name of the portion
Based on the verse, "there the wicked shall rot" the Talmud states that call to a child in the name of evil, to have his name shall rot and be forgotten. One has to question why the Torah Parsha is called the name of evil, hate Israel (which the Sages said that he hated Israel and "most hated") - Balack!
And ask how Black's name connects with the content of the portion. The portion mainly deals with the prophecy of Bilaam and Bilaam blessed highest blessings to Israel (including prophecies about the end times). What is the connection between the content of this portion and Balack, whose role was fairly minor story, invite Bilaam?
Can explain this by law, that 'every idolatry that written in the Torah, - is allowed to mention her name' (even it is not allow to mention the name of idolatry). The prohibition of a name for idolatry is intended to deny the importance, but when idolatry is mentioned in the Torah, commemoration is designed to nullify the importance and value.
When the Torah mentions the names of idolatry, it was designed to show the idols are zero and nothing real and useful. Torah stories you see that the idols are no help the person, or worship brings harsh punishment. From here; the mentioned idols in the Torah does not give them any importance, but the opposite - it highlights the lies and futility that in them.
Similarly one must understand the fact that this week's reading is called Balack: When the Torah talks about Balack, meant to reveal how broken his wicked curse the children of Israel. Mentioning this does not contradict the rule, "where the wicked shall rot", but just the opposite - it adds shame and rot in his name.
When Jews use the name Balack for Torah reading, the intention is to Balack as the Torah speaks of him, he is memory (no memory of the Balack but) his shame. It is like mentioning the name of Amalek in the Torah ("Remember what Amalek did"), there's a contradiction command "erase the memory of Amalek", because the whole point of reminding it to wiping out the memory.
More depth: Balack's story we see not only his evil mind was canceled, but rather by the scheme to invite Bilaam, Balack brought extra power and blessing to people of Israel - are blessed with the most sublime blessings. Meaning of the name Balack is, therefore, even the hatred of the enemies of Israel and wickedness brings eventually lift, support and added the people of Israel.
It is also one of the explanations that it was the prophecy of Bilaam is the only prophecy that talks Pentateuch (openly) on the end times. One of the main things regenerate during the messiah, the nations of the world will be corrected, to exploit the force and effect to help the people of Israel, as "kings will be your nanny and their ministers will be your nursing". This is reflected in the name of Balack, which caused Bilaam was forced to exploit the power and validity to bless the people of Israel.
