A lot of these are symptoms of the root cause: a bad product. Ultrabooks aren't a terrible concept; they're the Wintel version of Macbook Airs. Making a non-Apple Apple device is a fine business strategy, and Samsung has made plenty of money off of it. The problem was that Intel chips continually crippled them, making them hot and slow with no battery life. People don't like Celerons and iGPUs because they all run at the speed of molasses.
Any of these branding decisions would have worked fine, if the products did. But no amount of marketing will fix bad engineering.
Any of these branding decisions would have worked fine, if the products did. But no amount of marketing will fix bad engineering.