In the beginning they had a big love for the NINTENDO name:
Nintendo (ENTERTAINMENT SYSTEM)
SUPER NINTENDO (ENTERTAINMENT SYSTEM)
NINTENDO (64)
Then Sony had success with SONY - PLAYSTATION and almost ditched the company name and called the successor the name it got from the gamers: PS2 (spelled out as Playstation 2 but less visible)
So Nintendo downplayed the Nintendo name for their next console and went with
(NINTENDO) GAMECUBE
but it did not work so they ditched Nintendo altogether and went with Wii
This was a success so obviously they wanted the Wii name to remain for their next console.
The handheld consoles did not drag the Nintendo name along that much.
Already the original (Nintendo) GAMEBOY emphasized Its trade name over the company name and the successors almost totally forgot about the Nintendo name.
Then for some reason they had to put the company name on their next HH which was NOT a Gameboy.
Nintendo tell us constantly that they will learn from past mistakes but that seems to only be lip service.
