Microsoft debuts their new Surface Pro today and it’s not called the Surface Pro 5 or the Surface Pro 4 Refresh, but just Surface Pro. This rejuvenated branding effort is spearheaded with the intentions of competing with Apple's naming strategy by doing away with the numbers and allowing for a cleaner, less "tech-like" name. It's a simple change that seems counter-intuitive and almost regressive, but has the possibility of reinforcing the brand name in the mind of its consumers. Only time will tell how large of an impact a small change to a name could have on the perceptions and sales of Microsoft's new product.

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