The Xbox brand is so popular that the moment they released a console that was only slightly less powerful than the competition, their entire overseas market evaporated.People are acting like Microsoft has to do some hardcore work to improve their image, but in reality the image of Xbox is perfectly fine. Xbox is an extremely popular and well respected brand. They just launched their new product with some circumstances being in Sony's favor, the biggest among them being price, and it obviously had a cementing effect on consumer preferences moving forward.
What strength the Xbox brand had during the first few years of previous gen had already been turned into loose sand before the XB1 was announced.