Why does Microsoft want to give up the Nokia brand?

See the news that Microsoft will be in the product promotion to discard the Nokia mobile phone brand, even the Windows Phone logo is not, Microsoft why do this? Are these two brands worthless? News of Microsoft's plans to end the use of Nokia and Windows Phone brands in the campaign this year's Christmas shopping season began to ferment in the public. After the acquisition of Nokia mobile phone business, how to integrate its mobile brand resources become Microsoft's next urgent problem to be solved. Microsoft first announced the end of other mobile operations on non-WP handsets, followed by major layoffs, and now it is clearly planned to abandon the Nokia and Windows Phone brands. This is actually Microsoft Integration Mobile domain resources of the necessary process. After all, the mobile operating system has become the core of Microsoft's mobile business, under the strategic guidance of Barnard's mobile priority. Nokia brand value and appeal gradually lost in recent years, Nokia's brand image has been declining, negative news constantly. Nokia first announced the abandonment of the Symbian system, so that Symbian users heart cold. The shooting of the Meego system with Intel, in turn, has discouraged some of Nokia's long-awaited consumers. Finally, the sale of the headquarters building, and Microsoft's mobile phone business transactions and so on, so many ordinary consumers mistakenly think that Nokia has failed! and Nokia wholeheartedly into the WP system, the introduction of the Lumia series of mobile phone things are very few people know, this also with Microsoft and Nokia advertising marketing do not have close relationship. At least in the domestic rarely see WP ads, that is, Nokia had lost a good opportunity to upgrade visibility, which led to Nokia's brand further diluted in the hearts of consumers. At the same time, the two systems of Android and Apple are booming and reaching every corner of the globe. New generation users have no idea what Nokia is doing, and the older generation has become less aware of the brand awareness of mobile phones and has gradually lost the passion to spread Nokia's brand and its products. Enhancing the enthusiasm of OEM manufacturers other than Nokia to end the Nokia and Windows Phone brands can further stimulate the enthusiasm of other OEM manufacturers. As we all know, the WP8 era is no exaggeration to say that Nokia's era, and even some people say that the Nokia brand is almost equivalent to Windows Phone, which also created a buy WP mobile phone is to buy Nokia's situation. However, this also has a certain negative impact, other than Nokia OEM manufacturers in the face of such a strong deterrent, even if the Nokia mobile phone business is sold to Microsoft still have this mentality, this is also a lot of OEM to join the WP camp after the delay of the new machine launched the important factor. So now Microsoft's abandonment of the Nokia brand and the equivalent of Nokia's Windows Phone brand is a necessary step, which will dilute the negative impact of Nokia's previous strength and give confidence to other OEM manufacturers. Unified Windows brand has a powerful appeal to remove Nokia productsAnother important reason for the card is that Microsoft wants to adopt a unified Windows brand. While Android and Apple have been quick to soar in recent years with mobile Internet access, Microsoft's Windows brand is still in a strong position in the desktop world. Thanks to Microsoft's Windows brand, Microsoft has no worries about removing the Nokia brand. If the Nokia Lumia series WP mobile phone to replace the Windows brand, with the influence of Microsoft's brand to try its launch of the smartphone, will also become a lot of different age consumers choice. In addition, another advantage of using the Windows brand is that it eliminates the hassle of choosing a new name. After all, a new brand needs to go through the thousand-choice process, time-consuming and laborious. More importantly, with the influence of Microsoft brand for decades in the world, can save a lot of marketing publicity costs, is a kill both birds. Microsoft launched its WP8.1 system at this April's build convention, and began to show its determination in the mobile operating system. With better features and experience, a better image to spread out, Windows is undoubtedly the best choice.