Chalk this one up as a win in the battle against clumsy branding, folks. Huawei (makers of no less than 18 separate phones carrying the ‘Ascend’ name) look ready to drop the stupid branding from their future mobile phones. Although it’s unclear where this rumour came from, its timing makes sense as competition from China increases and Huawei’s need to establish itself as something other than a low end brand in the West becomes more pressing.

The trouble, from a marketing point of view, is that Huawei have been using the ‘Ascend’ brand to market phones in every price range, from the Ascend Mate 7 at the high end to the low-cost Ascend Y550. This, when coupled with obtuse and meaningless alpha-numeric suffixes has led to consumers being unable to differentiate the various smartphones in their range without a great deal of research. Compare that to Nokia’s naming strategy, wherein the higher the number, the higher the phone sits in the range and you have a general idea of how poor the ‘Ascend’ branding has been.

If true, the first phone to be born without this branding could be the P8, which is due to sport a 5.2″ 1080p screen, Kirin 930 processor, all metal body, 3GM of RAM, a fingerprint scanner and 32GB of internal memory, as per the leaks we saw late last year. The phone appears to have missed its CES launch date, but there’s still some time left in January for it to launch.

Of course, the phone we’re all waiting to see from Huawei is the D8, and not just because it’s text speak for something most of its hardcore audience will never have, either. The D8, if our leaks are to be believed will pack a 2K 5.5″ screen, 64bit Kirin 950 processor, 4GB of RAM and 64GB of storage, which would make it every inch a 2015 flagship device.

Regardless, we await official confirmation from Huawei about whether they’re due to drop the branding, we can only cross our fingers and wait. In the meantime, check out this bizarre bit of branding from the Chinese company.

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Ten fingers, five senses, one man, loads of Chinese smartphones.

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