--- a/browser/base/content/baseMenuOverlay.xul
+++ b/browser/base/content/baseMenuOverlay.xul
@@ -19,17 +19,17 @@
 #ifdef XP_MACOSX
 <!-- nsMenuBarX hides these and uses them to build the Application menu.
      When using Carbon widgets for Mac OS X widgets, some of these are not
      used as they only apply to Cocoa widget builds. All version of Firefox
      through Firefox 2 will use Carbon widgets. -->
     <menupopup id="menu_ToolsPopup">
         <menuitem id="menu_preferences" label="&preferencesCmdMac.label;" key="key_preferencesCmdMac" oncommand="openPreferences();"/>
         <menuitem id="menu_mac_services" label="&servicesMenuMac.label;"/>
-        <menuitem id="menu_mac_hide_app" label="&hideThisAppCmdMac.label;" key="key_hideThisAppCmdMac"/>
+        <menuitem id="menu_mac_hide_app" label="&hideThisAppCmdMac2.label;" key="key_hideThisAppCmdMac"/>
         <menuitem id="menu_mac_hide_others" label="&hideOtherAppsCmdMac.label;" key="key_hideOtherAppsCmdMac"/>
         <menuitem id="menu_mac_show_all" label="&showAllAppsCmdMac.label;"/>
     </menupopup>
 <!-- Mac window menu -->
 #include ../../../toolkit/content/macWindowMenu.inc
 #endif
 
 #ifdef XP_WIN
@@ -40,36 +40,36 @@
     <menu id="helpMenu"
           label="&helpMenu.label;"
           accesskey="&helpMenu.accesskey;">
 #endif
       <menupopup id="menu_HelpPopup" onpopupshowing="buildHelpMenu();">
         <menuitem id="menu_openHelp"
                   oncommand="openHelpLink('firefox-help')"
                   onclick="checkForMiddleClick(this, event);"
-                  label="&productHelp.label;"
-                  accesskey="&productHelp.accesskey;"
+                  label="&productHelp2.label;"
+                  accesskey="&productHelp2.accesskey;"
 #ifdef XP_MACOSX
                   key="key_openHelpMac"/>
 #else
                   />
 #endif
         <menuitem id="menu_openTour"
                   oncommand="openTourPage();"
-                  label="&helpShowTour.label;"
-                  accesskey="&helpShowTour.accesskey;"/>
+                  label="&helpShowTour2.label;"
+                  accesskey="&helpShowTour2.accesskey;"/>
         <menuitem id="menu_keyboardShortcuts"
                   oncommand="openHelpLink('keyboard-shortcuts')"
                   onclick="checkForMiddleClick(this, event);"
                   label="&helpKeyboardShortcuts.label;"
                   accesskey="&helpKeyboardShortcuts.accesskey;"/>
 #ifdef MOZ_SERVICES_HEALTHREPORT
         <menuitem id="healthReport"
-                  label="&healthReport.label;"
-                  accesskey="&healthReport.accesskey;"
+                  label="&healthReport2.label;"
+                  accesskey="&healthReport2.accesskey;"
                   oncommand="openHealthReport()"
                   onclick="checkForMiddleClick(this, event);"/>
 #endif
         <menuitem id="troubleShooting"
                   accesskey="&helpTroubleshootingInfo.accesskey;"
                   label="&helpTroubleshootingInfo.label;"
                   oncommand="openTroubleshootingPage()"
                   onclick="checkForMiddleClick(this, event);"/>
@@ -79,34 +79,34 @@
                   oncommand="openFeedbackPage()"
                   onclick="checkForMiddleClick(this, event);"/>
         <menuitem id="helpSafeMode"
                   accesskey="&helpSafeMode.accesskey;"
                   label="&helpSafeMode.label;"
                   oncommand="safeModeRestart();"/>
         <menuseparator id="aboutSeparator"/>
         <menuitem id="aboutName"
-                  accesskey="&aboutProduct.accesskey;"
-                  label="&aboutProduct.label;"
+                  accesskey="&aboutProduct2.accesskey;"
+                  label="&aboutProduct2.label;"
                   oncommand="openAboutDialog();"/>
       </menupopup>
     </menu>
 
     <keyset id="baseMenuKeyset">
 #ifdef XP_MACOSX
         <key id="key_openHelpMac"
              oncommand="openHelpLink('firefox-osxkey');"
              key="&helpMac.commandkey;"
              modifiers="accel"/>
 <!-- These are used to build the Application menu under Cocoa widgets -->
         <key id="key_preferencesCmdMac"
              key="&preferencesCmdMac.commandkey;"
              modifiers="accel"/>
         <key id="key_hideThisAppCmdMac"
-             key="&hideThisAppCmdMac.commandkey;"
+             key="&hideThisAppCmdMac2.commandkey;"
              modifiers="accel"/>
         <key id="key_hideOtherAppsCmdMac"
              key="&hideOtherAppsCmdMac.commandkey;"
              modifiers="accel,alt"/>
 #endif
     </keyset>
 
     <stringbundleset id="stringbundleset">

--- a/browser/base/content/browser-menubar.inc
+++ b/browser/base/content/browser-menubar.inc
@@ -102,21 +102,21 @@
                 <menuitem id="goOfflineMenuitem"
                           label="&goOfflineCmd.label;"
                           accesskey="&goOfflineCmd.accesskey;"
                           type="checkbox"
                           observes="workOfflineMenuitemState"
                           oncommand="BrowserOffline.toggleOfflineStatus();"/>
                 <menuitem id="menu_FileQuitItem"
 #ifdef XP_WIN
-                          label="&quitApplicationCmdWin.label;"
-                          accesskey="&quitApplicationCmdWin.accesskey;"
+                          label="&quitApplicationCmdWin2.label;"
+                          accesskey="&quitApplicationCmdWin2.accesskey;"
 #else
 #ifdef XP_MACOSX
-                          label="&quitApplicationCmdMac.label;"
+                          label="&quitApplicationCmdMac2.label;"
 #else
                           label="&quitApplicationCmd.label;"
                           accesskey="&quitApplicationCmd.accesskey;"
 #endif
 #ifdef XP_UNIX
                           key="key_quitApplication"
 #endif
 #endif

--- a/browser/base/content/browser.js
+++ b/browser/base/content/browser.js
@@ -7197,17 +7197,17 @@ var gIdentityHandler = {
       // macro in intl/unicharutil/util/nsBidiUtils.h. When bug 218823 gets
       // fixed, this test should be replaced by one adhering to the
       // Unicode Bidirectional Algorithm proper (at the paragraph level).
       icon_labels_dir = /^[\u0590-\u08ff\ufb1d-\ufdff\ufe70-\ufefc]/.test(icon_label) ?
                         "rtl" : "ltr";
       break; }
     case this.IDENTITY_MODE_CHROMEUI:
       let brandBundle = document.getElementById("bundle_brand");
-      icon_label = brandBundle.getString("brandShortName");
+      icon_label = brandBundle.getString("brandShorterName");
       break;
     default:
       tooltip = gNavigatorBundle.getString("identity.unknown.tooltip");
     }
 
     // Push the appropriate strings out to the UI
     this._identityBox.tooltipText = tooltip;
     this._identityIconLabel.value = icon_label;

--- a/browser/branding/aurora/locales/en-US/brand.dtd
+++ b/browser/branding/aurora/locales/en-US/brand.dtd
@@ -1,8 +1,9 @@
 <!-- This Source Code Form is subject to the terms of the Mozilla Public
    - License, v. 2.0. If a copy of the MPL was not distributed with this
    - file, You can obtain one at http://mozilla.org/MPL/2.0/. -->
 
+<!ENTITY  brandShorterName      "Firefox">
 <!ENTITY  brandShortName        "Firefox Developer Edition">
 <!ENTITY  brandFullName         "Firefox Developer Edition">
 <!ENTITY  vendorShortName       "Mozilla">
 <!ENTITY  trademarkInfo.part1   " ">

--- a/browser/branding/aurora/locales/en-US/brand.properties
+++ b/browser/branding/aurora/locales/en-US/brand.properties
@@ -1,9 +1,10 @@
 # This Source Code Form is subject to the terms of the Mozilla Public
 # License, v. 2.0. If a copy of the MPL was not distributed with this
 # file, You can obtain one at http://mozilla.org/MPL/2.0/.
 
+brandShorterName=Firefox
 brandShortName=Firefox Developer Edition
 brandFullName=Firefox Developer Edition
 vendorShortName=Mozilla
 
 syncBrandShortName=Sync

--- a/browser/branding/nightly/locales/en-US/brand.dtd
+++ b/browser/branding/nightly/locales/en-US/brand.dtd
@@ -1,8 +1,9 @@
 <!-- This Source Code Form is subject to the terms of the Mozilla Public
    - License, v. 2.0. If a copy of the MPL was not distributed with this
    - file, You can obtain one at http://mozilla.org/MPL/2.0/. -->
 
+<!ENTITY  brandShorterName      "Nightly">
 <!ENTITY  brandShortName        "Nightly">
 <!ENTITY  brandFullName         "Nightly">
 <!ENTITY  vendorShortName       "Mozilla">
 <!ENTITY  trademarkInfo.part1   " ">

--- a/browser/branding/nightly/locales/en-US/brand.properties
+++ b/browser/branding/nightly/locales/en-US/brand.properties
@@ -1,9 +1,10 @@
 # This Source Code Form is subject to the terms of the Mozilla Public
 # License, v. 2.0. If a copy of the MPL was not distributed with this
 # file, You can obtain one at http://mozilla.org/MPL/2.0/.
 
+brandShorterName=Nightly
 brandShortName=Nightly
 brandFullName=Nightly
 vendorShortName=Mozilla
 
 syncBrandShortName=Sync

--- a/browser/branding/official/locales/en-US/brand.dtd
+++ b/browser/branding/official/locales/en-US/brand.dtd
@@ -1,8 +1,9 @@
 <!-- This Source Code Form is subject to the terms of the Mozilla Public
    - License, v. 2.0. If a copy of the MPL was not distributed with this
    - file, You can obtain one at http://mozilla.org/MPL/2.0/. -->
 
+<!ENTITY  brandShorterName      "Firefox">
 <!ENTITY  brandShortName        "Firefox">
 <!ENTITY  brandFullName         "Mozilla Firefox">
 <!ENTITY  vendorShortName       "Mozilla">
 <!ENTITY  trademarkInfo.part1   "Firefox and the Firefox logos are trademarks of the Mozilla Foundation.">

--- a/browser/branding/official/locales/en-US/brand.properties
+++ b/browser/branding/official/locales/en-US/brand.properties
@@ -1,12 +1,13 @@
 # This Source Code Form is subject to the terms of the Mozilla Public
 # License, v. 2.0. If a copy of the MPL was not distributed with this
 # file, You can obtain one at http://mozilla.org/MPL/2.0/.
 
+brandShorterName=Firefox
 brandShortName=Firefox
 brandFullName=Mozilla Firefox
 vendorShortName=Mozilla
 
 homePageSingleStartMain=Firefox Start, a fast home page with built-in search
 homePageImport=Import your home page from %S
 
 homePageMigrationPageTitle=Home Page Selection

--- a/browser/branding/unofficial/locales/en-US/brand.dtd
+++ b/browser/branding/unofficial/locales/en-US/brand.dtd
@@ -1,8 +1,9 @@
 <!-- This Source Code Form is subject to the terms of the Mozilla Public
    - License, v. 2.0. If a copy of the MPL was not distributed with this
    - file, You can obtain one at http://mozilla.org/MPL/2.0/. -->
 
+<!ENTITY  brandShorterName      "Mozilla Developer Preview">
 <!ENTITY  brandShortName        "Mozilla Developer Preview">
 <!ENTITY  brandFullName         "Mozilla Developer Preview">
 <!ENTITY  vendorShortName       "mozilla.org">
 <!ENTITY  trademarkInfo.part1   " ">

--- a/browser/branding/unofficial/locales/en-US/brand.properties
+++ b/browser/branding/unofficial/locales/en-US/brand.properties
@@ -1,9 +1,10 @@
 # This Source Code Form is subject to the terms of the Mozilla Public
 # License, v. 2.0. If a copy of the MPL was not distributed with this
 # file, You can obtain one at http://mozilla.org/MPL/2.0/.
 
+brandShorterName=Mozilla Developer Preview
 brandShortName=Mozilla Developer Preview
 brandFullName=Mozilla Developer Preview
 vendorShortName=mozilla.org
 
 syncBrandShortName=Sync

--- a/browser/components/customizableui/content/panelUI.inc.xul
+++ b/browser/components/customizableui/content/panelUI.inc.xul
@@ -37,21 +37,21 @@
           <toolbarseparator/>
           <toolbarbutton id="PanelUI-help" label="&helpMenu.label;"
                          closemenu="none"
                          tooltiptext="&appMenuHelp.tooltip;"
                          oncommand="PanelUI.showHelpView(this);"/>
           <toolbarseparator/>
           <toolbarbutton id="PanelUI-quit"
 #ifdef XP_WIN
-                         label="&quitApplicationCmdWin.label;"
-                         tooltiptext="&quitApplicationCmdWin.tooltip;"
+                         label="&quitApplicationCmdWin2.label;"
+                         tooltiptext="&quitApplicationCmdWin2.tooltip;"
 #else
 #ifdef XP_MACOSX
-                         label="&quitApplicationCmdMac.label;"
+                         label="&quitApplicationCmdMac2.label;"
 #else
                          label="&quitApplicationCmd.label;"
 #endif
 #endif
                          command="cmd_quitApplication"/>
         </hbox>
       </footer>
     </panelview>

--- a/browser/locales/en-US/chrome/browser/baseMenuOverlay.dtd
+++ b/browser/locales/en-US/chrome/browser/baseMenuOverlay.dtd
@@ -9,44 +9,44 @@
 <!ENTITY windowMenu.label         "Window">
 
 <!ENTITY helpMenu.label           "Help"> 
 <!ENTITY helpMenu.accesskey       "H"> 
 <!-- LOCALIZATION NOTE some localizations of Windows (ex:french, german) use "?"
                        for the help button in the menubar but Gnome does not.   -->
 <!ENTITY helpMenuWin.label        "Help"> 
 <!ENTITY helpMenuWin.accesskey    "H">
-<!ENTITY aboutProduct.label       "About &brandShortName;">
-<!ENTITY aboutProduct.accesskey   "A">
-<!ENTITY productHelp.label        "&brandShortName; Help">
-<!ENTITY productHelp.accesskey    "H">
+<!ENTITY aboutProduct2.label      "About &brandShorterName;">
+<!ENTITY aboutProduct2.accesskey  "A">
+<!ENTITY productHelp2.label       "&brandShorterName; Help">
+<!ENTITY productHelp2.accesskey   "H">
 <!ENTITY helpMac.commandkey       "?">
 
 <!ENTITY helpKeyboardShortcuts.label     "Keyboard Shortcuts">
 <!ENTITY helpKeyboardShortcuts.accesskey "K">
 
 <!ENTITY helpSafeMode.label       "Restart with Add-ons Disabled…">
 <!ENTITY helpSafeMode.accesskey   "R">
 
-<!ENTITY healthReport.label       "&brandShortName; Health Report">
-<!ENTITY healthReport.accesskey   "e">
+<!ENTITY healthReport2.label      "&brandShorterName; Health Report">
+<!ENTITY healthReport2.accesskey  "e">
 
 <!ENTITY helpTroubleshootingInfo.label      "Troubleshooting Information">
 <!ENTITY helpTroubleshootingInfo.accesskey  "T">
 
 <!ENTITY helpFeedbackPage.label      "Submit Feedback…">
 <!ENTITY helpFeedbackPage.accesskey  "S">
 
-<!ENTITY helpShowTour.label             "&brandShortName; Tour">
-<!ENTITY helpShowTour.accesskey         "o">
+<!ENTITY helpShowTour2.label            "&brandShorterName; Tour">
+<!ENTITY helpShowTour2.accesskey        "o">
 
 <!ENTITY preferencesCmdMac.label        "Preferences…">
 <!ENTITY preferencesCmdMac.commandkey   ",">
 
 <!ENTITY servicesMenuMac.label          "Services">
 
-<!ENTITY hideThisAppCmdMac.label        "Hide &brandShortName;">
-<!ENTITY hideThisAppCmdMac.commandkey   "H">
+<!ENTITY hideThisAppCmdMac2.label       "Hide &brandShorterName;">
+<!ENTITY hideThisAppCmdMac2.commandkey  "H">
 
 <!ENTITY hideOtherAppsCmdMac.label      "Hide Others">
 <!ENTITY hideOtherAppsCmdMac.commandkey "H">
 
 <!ENTITY showAllAppsCmdMac.label        "Show All">

--- a/browser/locales/en-US/chrome/browser/browser.dtd
+++ b/browser/locales/en-US/chrome/browser/browser.dtd
@@ -597,24 +597,24 @@ you can use these alternative items. Oth
 
 <!ENTITY fullZoomToggleCmd.label        "Zoom Text Only">
 <!ENTITY fullZoomToggleCmd.accesskey    "T">
 <!ENTITY fullZoom.label                 "Zoom">
 <!ENTITY fullZoom.accesskey             "Z">
 
 <!ENTITY sidebarCloseButton.tooltip     "Close sidebar">
 
-<!ENTITY quitApplicationCmdWin.label       "Exit"> 
-<!ENTITY quitApplicationCmdWin.accesskey   "x">
-<!ENTITY quitApplicationCmdWin.tooltip     "Exit &brandShortName;">
+<!ENTITY quitApplicationCmdWin2.label       "Exit">
+<!ENTITY quitApplicationCmdWin2.accesskey   "x">
+<!ENTITY quitApplicationCmdWin2.tooltip     "Exit &brandShorterName;">
 <!ENTITY goBackCmd.commandKey "[">
 <!ENTITY goForwardCmd.commandKey "]">
 <!ENTITY quitApplicationCmd.label       "Quit"> 
 <!ENTITY quitApplicationCmd.accesskey   "Q">
-<!ENTITY quitApplicationCmdMac.label    "Quit &brandShortName;">
+<!ENTITY quitApplicationCmdMac2.label   "Quit &brandShorterName;">
 <!-- LOCALIZATION NOTE(quitApplicationCmdUnix.key): This keyboard shortcut is used by both Linux and OSX builds. -->
 <!ENTITY quitApplicationCmdUnix.key     "Q">
 
 <!ENTITY closeCmd.label                 "Close">  
 <!ENTITY closeCmd.key                   "W">  
 <!ENTITY closeCmd.accesskey             "C">
 
 <!ENTITY pageStyleMenu.label "Page Style">