MS might have to change brands after the RROD "scandal". It is possible and probable that this has hurt their brand, especially outside of America to the point of where it may seem as a brand that is of lesser quality comparatively.
I'm not saying its a definite but it is something that MS will take into account. Also a switch of brand might follow in the wake of Nintendo considering they changed brands and it seemed to have work. Of course they did it the gen before as well so its a hit or miss.
So if its not called the Xbox 720 or 1080 whichever they choose then a new brand is the most likely. I'm hesitant to say they'll change brands considering the brand is just starting to get popular in a few regions, but may not have a choice after the hardware failures. Wonder what they'd call it?
