Software company drops Internet Explorer brand

Microsoft has been working on a new web browser to replace Internet Explorer for some time, the company has codenamed the new browser Project Spartan and they have now confirmed that the IE name will be replaced.

Speaking at Microsoft Convergence yesterday, Microsoft's marketing chief, Chris Capossela, revealed that the company is currently working on a new name and brand.

"We’re now researching what the new brand, or the new name, for our browser should be in Windows 10," said Capossela.

"We’ll continue to have Internet Explorer, but we’ll also have a new browser called Project Spartan, which is codenamed Project Spartan. We have to name the thing."

The new Project Spartan browser will be the main web browser in Windows 10, obviously the company is hoping that its new browser and new brand name will finally get away from negativity that has surrounded the Internet Explorer name in the past.

Microsoft has tried, unsuccessfully, to shake off the negative image of Internet Explorer over the past several years with a series of amusing campaigns mocking Internet Explorer 6.

The ads didn't improve the situation, and Microsoft's former Internet Explorer chief left the company in December, signalling a new era for the browser.

Capossela also detailed the power of using the Microsoft brand over just Windows or Internet Explorer, and showed off some research data on a new name for the company’s browser vs. Internet Explorer.

Putting Microsoft in front of the new secret name increased the appeal to some Chrome users in the UK, "just by putting the Microsoft name in front of it, the delta for Chrome users on appeal is incredibly high," says Capossela.

Judging by Microsoft’s own research, it’s obvious the company will move as far away from Internet Explorer as possible, and it’s likely Project Spartan will have the Microsoft name attached to it.

Microsoft is clearly testing names with market research, but it’s unclear when the company plans to unveil the final name for its Internet Explorer successor.

This is all part of improving Microsoft’s brand perception, and a general admission from the company that it’s ready to be loved again.