At least in the US, consumer choice is significantly limited by the carriers, so I'm not convinced that sales are very brand-driven. Even the same model might use completely different hardware in the US than the rest of the world.

I bought my Windows Phone as an alternative to Android and iOS. The fact that it was a well-made Nokia was a certainly a bonus and an influencing factor, but I had no brand loyalty at the time. I always call it my "Windows Phone" in conversation and never mention Nokia or Microsoft, so it's possible the hardware rebranding will go unnoticed by the average consumer, as well.