This is my probably bad impression, but..
If a product is great, then its “brand” is strong. The makers keep the name because they want word of mouth to enable people to be able to find the product.
If a product sucks, then its “brand” is either weak or negative. The makers change the name because they want to disassociate the improved version from the bad one.
Looking for support with a product and noticed there is a new name for the upcoming version. But… It changed its name with the last version. So now I wonder whether we want to be associated with it anymore. Obviously the product has major problems to the point the vendor is trying to confuse us hide its past.