The Microsoft Rebrand Registry

The Microsoft Rebrand Registry analyzes decades of product naming history, treating each name as a temporary tenancy and tracking rename intervals, family rename frequencies, and the number of distinct identities. It calculates a Rebrand Risk Index using current-name age (45%), prior identities (35%) and family rename frequency (20%) to rank products on “Elevated,” “Watchlist,” or “Not imminent” status, while noting survivorship bias and the non-deterministic nature of corporate naming decisions.