Microsoft is working on a new mobile handset brand identity, post Nokia purchase, but the Nokia name will not be replaced by Microsoft Mobile. The company has revealed that although the latter name
exists, it was used as a legal vehicle to facilitate the purchase. Instead it is working on a new brand identity for the future. Analysts have warned dropping the Nokia name is risky because in the
latest YouGov Brand Index it is close behind Samsung and Sony whereas Windows Phone lags far behind.
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