With the Death of Internet Explorer, Microsoft Faces One of Its Greatest Branding Challenges

A new browser could end (or extend) the era of scorn

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During the recent Microsoft Convergence conference, marketing chief Chris Capossela confirmed what has been rumored for months: The tech giant will finally ditch its long-standing default browser, Internet Explorer.

Instead, Microsoft has developed a new, unnamed browser—its code name is Project Spartan—to include in Windows 10. The company hasn't announced a release date yet, but there's speculation it will reveal more at the Microsoft Build 2015 conference in April.

While the company confirmed to Adweek that Internet Explorer will continue to exist in some Windows 10 versions for consumers who require legacy support, this move essentially closes the book on the Internet Explorer brand. 

Given the baggage that is now associated with Internet Explorer and its declining market share over the last decade, the decision is a logical if not overdue one, according to marketing and branding experts.

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