--- a/browser/installer/windows/nsis/installer.nsi
+++ b/browser/installer/windows/nsis/installer.nsi
@@ -458,19 +458,19 @@ Section "-Application" APP_IDX
   ; exists in the shortcuts_log.ini and the SMPROGRAMS. The installer's shortcut
   ; creation code will create the shortcut in the root of the Start Menu
   ; Programs directory.
   ${RemoveStartMenuDir}
 
   ; Always add the application's shortcuts to the shortcuts log ini file. The
   ; DeleteShortcuts macro will do the right thing on uninstall if the
   ; shortcuts don't exist.
-  ${LogStartMenuShortcut} "${BrandFullName}.lnk"
-  ${LogQuickLaunchShortcut} "${BrandFullName}.lnk"
-  ${LogDesktopShortcut} "${BrandFullName}.lnk"
+  ${LogStartMenuShortcut} "${BrandShortName}.lnk"
+  ${LogQuickLaunchShortcut} "${BrandShortName}.lnk"
+  ${LogDesktopShortcut} "${BrandShortName}.lnk"
 
   ; Best effort to update the Win7 taskbar and start menu shortcut app model
   ; id's. The possible contexts are current user / system and the user that
   ; elevated the installer.
   Call FixShortcutAppModelIDs
   ; If the current context is all also perform Win7 taskbar and start menu link
   ; maintenance for the current user context.
   ${If} $TmpVal == "HKLM"
@@ -490,27 +490,27 @@ Section "-Application" APP_IDX
     UAC::ExecCodeSegment $0
   ${EndUnless}
 
   ; UAC only allows elevating to an Admin account so there is no need to add
   ; the Start Menu or Desktop shortcuts from the original unelevated process
   ; since this will either add it for the user if unelevated or All Users if
   ; elevated.
   ${If} $AddStartMenuSC == 1
-    CreateShortCut "$SMPROGRAMS\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-    ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-      ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandFullName}.lnk" \
+    CreateShortCut "$SMPROGRAMS\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+    ${If} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+      ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandShortName}.lnk" \
                                            "$INSTDIR"
       ${If} ${AtLeastWin7}
       ${AndIf} "$AppUserModelID" != ""
-        ApplicationID::Set "$SMPROGRAMS\${BrandFullName}.lnk" "$AppUserModelID" "true"
+        ApplicationID::Set "$SMPROGRAMS\${BrandShortName}.lnk" "$AppUserModelID" "true"
       ${EndIf}
-      ${LogMsg} "Added Shortcut: $SMPROGRAMS\${BrandFullName}.lnk"
+      ${LogMsg} "Added Shortcut: $SMPROGRAMS\${BrandShortName}.lnk"
     ${Else}
-      ${LogMsg} "** ERROR Adding Shortcut: $SMPROGRAMS\${BrandFullName}.lnk"
+      ${LogMsg} "** ERROR Adding Shortcut: $SMPROGRAMS\${BrandShortName}.lnk"
     ${EndIf}
   ${EndIf}
 
   ; Update lastwritetime of the Start Menu shortcut to clear the tile cache.
   ; Do this for both shell contexts in case the user has shortcuts in multiple
   ; locations, then restore the previous context at the end.
   ${If} ${AtLeastWin8}
     SetShellVarContext all
@@ -520,45 +520,45 @@ Section "-Application" APP_IDX
     ${If} $TmpVal == "HKLM"
       SetShellVarContext all
     ${ElseIf} $TmpVal == "HKCU"
       SetShellVarContext current
     ${EndIf}
   ${EndIf}
 
   ${If} $AddDesktopSC == 1
-    CreateShortCut "$DESKTOP\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-    ${If} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
-      ShellLink::SetShortCutWorkingDirectory "$DESKTOP\${BrandFullName}.lnk" \
+    CreateShortCut "$DESKTOP\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+    ${If} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
+      ShellLink::SetShortCutWorkingDirectory "$DESKTOP\${BrandShortName}.lnk" \
                                              "$INSTDIR"
       ${If} ${AtLeastWin7}
       ${AndIf} "$AppUserModelID" != ""
-        ApplicationID::Set "$DESKTOP\${BrandFullName}.lnk" "$AppUserModelID"  "true"
+        ApplicationID::Set "$DESKTOP\${BrandShortName}.lnk" "$AppUserModelID"  "true"
       ${EndIf}
-      ${LogMsg} "Added Shortcut: $DESKTOP\${BrandFullName}.lnk"
+      ${LogMsg} "Added Shortcut: $DESKTOP\${BrandShortName}.lnk"
     ${Else}
-      ${LogMsg} "** ERROR Adding Shortcut: $DESKTOP\${BrandFullName}.lnk"
+      ${LogMsg} "** ERROR Adding Shortcut: $DESKTOP\${BrandShortName}.lnk"
     ${EndIf}
   ${EndIf}
 
   ; If elevated the Quick Launch shortcut must be added from the unelevated
   ; original process.
   ${If} $AddQuickLaunchSC == 1
     ${Unless} ${AtLeastWin7}
       ClearErrors
       ${GetParameters} $0
       ${GetOptions} "$0" "/UAC:" $0
       ${If} ${Errors}
         Call AddQuickLaunchShortcut
-        ${LogMsg} "Added Shortcut: $QUICKLAUNCH\${BrandFullName}.lnk"
+        ${LogMsg} "Added Shortcut: $QUICKLAUNCH\${BrandShortName}.lnk"
       ${Else}
         ; It is not possible to add a log entry from the unelevated process so
         ; add the log entry without the path since there is no simple way to
         ; know the correct full path.
-        ${LogMsg} "Added Quick Launch Shortcut: ${BrandFullName}.lnk"
+        ${LogMsg} "Added Quick Launch Shortcut: ${BrandShortName}.lnk"
         GetFunctionAddress $0 AddQuickLaunchShortcut
         UAC::ExecCodeSegment $0
       ${EndIf}
     ${EndUnless}
   ${EndIf}
 
 !ifdef MOZ_MAINTENANCE_SERVICE
   ${If} $TmpVal == "HKLM"
@@ -739,19 +739,19 @@ FunctionEnd
 Function AbortSurveySummary
   ExecShell "open" "${AbortSurveyURL}step5"
 FunctionEnd
 
 ################################################################################
 # Helper Functions
 
 Function AddQuickLaunchShortcut
-  CreateShortCut "$QUICKLAUNCH\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-  ${If} ${FileExists} "$QUICKLAUNCH\${BrandFullName}.lnk"
-    ShellLink::SetShortCutWorkingDirectory "$QUICKLAUNCH\${BrandFullName}.lnk" \
+  CreateShortCut "$QUICKLAUNCH\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+  ${If} ${FileExists} "$QUICKLAUNCH\${BrandShortName}.lnk"
+    ShellLink::SetShortCutWorkingDirectory "$QUICKLAUNCH\${BrandShortName}.lnk" \
                                            "$INSTDIR"
   ${EndIf}
 FunctionEnd
 
 Function CheckExistingInstall
   ; If there is a pending file copy from a previous upgrade don't allow
   ; installing until after the system has rebooted.
   IfFileExists "$INSTDIR\${FileMainEXE}.moz-upgrade" +1 +4

--- a/browser/installer/windows/nsis/shared.nsh
+++ b/browser/installer/windows/nsis/shared.nsh
@@ -32,68 +32,67 @@
   SetShellVarContext current  ; Set SHCTX to the current user (e.g. HKCU)
   ${RegCleanMain} "Software\Mozilla"
   ${RegCleanUninstall}
   ${UpdateProtocolHandlers}
 
   ; setup the application model id registration value
   ${InitHashAppModelId} "$INSTDIR" "Software\Mozilla\${AppName}\TaskBarIDs"
 
-  ; Win7 taskbar and start menu link maintenance
-  Call FixShortcutAppModelIDs
-
   ClearErrors
   WriteRegStr HKLM "Software\Mozilla" "${BrandShortName}InstallerTest" "Write Test"
   ${If} ${Errors}
     StrCpy $TmpVal "HKCU"
   ${Else}
     SetShellVarContext all    ; Set SHCTX to all users (e.g. HKLM)
     DeleteRegValue HKLM "Software\Mozilla" "${BrandShortName}InstallerTest"
     StrCpy $TmpVal "HKLM"
     ${RegCleanMain} "Software\Mozilla"
     ${RegCleanUninstall}
     ${UpdateProtocolHandlers}
     ${FixShellIconHandler} "HKLM"
     ${SetAppLSPCategories} ${LSP_CATEGORIES}
 
-    ; Win7 taskbar and start menu link maintenance
-    Call FixShortcutAppModelIDs
-
     ; Add the Firewall entries after an update
     Call AddFirewallEntries
 
     ReadRegStr $0 HKLM "Software\mozilla.org\Mozilla" "CurrentVersion"
     ${If} "$0" != "${GREVersion}"
       WriteRegStr HKLM "Software\mozilla.org\Mozilla" "CurrentVersion" "${GREVersion}"
     ${EndIf}
   ${EndIf}
 
   ; Migrate the application's Start Menu directory to a single shortcut in the
   ; root of the Start Menu Programs directory.
   ${MigrateStartMenuShortcut}
 
-  ; Update lastwritetime of the Start Menu shortcut to clear the tile cache.
-  ; Do this for both shell contexts in case the user has shortcuts in multiple
-  ; locations, then restore the previous context at the end.
-  ${If} ${AtLeastWin8}
-    SetShellVarContext all
-    ${TouchStartMenuShortcut}
-    SetShellVarContext current
-    ${TouchStartMenuShortcut}
-    ${If} $TmpVal == "HKLM"
-      SetShellVarContext all
-    ${ElseIf} $TmpVal == "HKCU"
-      SetShellVarContext current
-    ${EndIf}
-  ${EndIf}
-
   ; Adds a pinned Task Bar shortcut (see MigrateTaskBarShortcut for details).
   ${MigrateTaskBarShortcut}
 
+  ; Update the name/icon/AppModelID of our shortcuts as needed, then update the
+  ; lastwritetime of the Start Menu shortcut to clear the tile icon cache.
+  ; Do this for both shell contexts in case the user has shortcuts in multiple
+  ; locations, then restore the previous context at the end.
+  SetShellVarContext all
   ${UpdateShortcutBranding}
+  ${If} ${AtLeastWin8}
+    ${TouchStartMenuShortcut}
+  ${EndIf}
+  Call FixShortcutAppModelIDs
+  SetShellVarContext current
+  ${UpdateShortcutBranding}
+  ${If} ${AtLeastWin8}
+    ${TouchStartMenuShortcut}
+  ${EndIf}
+  Call FixShortcutAppModelIDs
+  ${If} $TmpVal == "HKLM"
+    SetShellVarContext all
+  ${ElseIf} $TmpVal == "HKCU"
+    SetShellVarContext current
+  ${EndIf}
 
   ${RemoveDeprecatedKeys}
   ${Set32to64DidMigrateReg}
 
   ${SetAppKeys}
   ${FixClassKeys}
   ${SetUninstallKeys}
   ${If} $TmpVal == "HKLM"
@@ -160,20 +159,21 @@
       nsExec::Exec "$\"$INSTDIR\maintenanceservice_installer.exe$\""
     ${EndIf}
   ${EndIf}
 !endif
 !macroend
 !define PostUpdate "!insertmacro PostUpdate"
 
 ; Update the last modified time on the Start Menu shortcut, so that its icon
-; gets refreshed. Should be called on Win8+ after MigrateStartMenuShortcut.
+; gets refreshed. Should be called on Win8+ after MigrateStartMenuShortcut
+; and UpdateShortcutBranding.
 !macro TouchStartMenuShortcut
-  ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-    FileOpen $0 "$SMPROGRAMS\${BrandFullName}.lnk" a
+  ${If} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+    FileOpen $0 "$SMPROGRAMS\${BrandShortName}.lnk" a
     ${IfNot} ${Errors}
       System::Call '*(i, i) p .r1'
       System::Call 'kernel32::GetSystemTimeAsFileTime(p r1)'
       System::Call 'kernel32::SetFileTime(p r0, i 0, i 0, p r1) i .r2'
       System::Free $1
       FileClose $0
     ${EndIf}
   ${EndIf}
@@ -203,61 +203,61 @@
     StrCpy $R1 "Software\Clients\StartMenuInternet\$0\InstallInfo"
   ${EndIf}
   WriteRegDWORD HKLM "$R1" "IconsVisible" 0
   ${If} ${AtLeastWin8}
     WriteRegDWORD HKCU "$R1" "IconsVisible" 0
   ${EndIf}
 
   SetShellVarContext all  ; Set $DESKTOP to All Users
-  ${Unless} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
+  ${Unless} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
     SetShellVarContext current  ; Set $DESKTOP to the current user's desktop
   ${EndUnless}
 
-  ${If} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
-    ShellLink::GetShortCutArgs "$DESKTOP\${BrandFullName}.lnk"
+  ${If} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
+    ShellLink::GetShortCutArgs "$DESKTOP\${BrandShortName}.lnk"
     Pop $0
     ${If} "$0" == ""
-      ShellLink::GetShortCutTarget "$DESKTOP\${BrandFullName}.lnk"
+      ShellLink::GetShortCutTarget "$DESKTOP\${BrandShortName}.lnk"
       Pop $0
       ${GetLongPath} "$0" $0
       ${If} "$0" == "$INSTDIR\${FileMainEXE}"
-        Delete "$DESKTOP\${BrandFullName}.lnk"
+        Delete "$DESKTOP\${BrandShortName}.lnk"
       ${EndIf}
     ${EndIf}
   ${EndIf}
 
   SetShellVarContext all  ; Set $SMPROGRAMS to All Users
-  ${Unless} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
+  ${Unless} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
     SetShellVarContext current  ; Set $SMPROGRAMS to the current user's Start
                                 ; Menu Programs directory
   ${EndUnless}
 
-  ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-    ShellLink::GetShortCutArgs "$SMPROGRAMS\${BrandFullName}.lnk"
+  ${If} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+    ShellLink::GetShortCutArgs "$SMPROGRAMS\${BrandShortName}.lnk"
     Pop $0
     ${If} "$0" == ""
-      ShellLink::GetShortCutTarget "$SMPROGRAMS\${BrandFullName}.lnk"
+      ShellLink::GetShortCutTarget "$SMPROGRAMS\${BrandShortName}.lnk"
       Pop $0
       ${GetLongPath} "$0" $0
       ${If} "$0" == "$INSTDIR\${FileMainEXE}"
-        Delete "$SMPROGRAMS\${BrandFullName}.lnk"
+        Delete "$SMPROGRAMS\${BrandShortName}.lnk"
       ${EndIf}
     ${EndIf}
   ${EndIf}
 
-  ${If} ${FileExists} "$QUICKLAUNCH\${BrandFullName}.lnk"
-    ShellLink::GetShortCutArgs "$QUICKLAUNCH\${BrandFullName}.lnk"
+  ${If} ${FileExists} "$QUICKLAUNCH\${BrandShortName}.lnk"
+    ShellLink::GetShortCutArgs "$QUICKLAUNCH\${BrandShortName}.lnk"
     Pop $0
     ${If} "$0" == ""
-      ShellLink::GetShortCutTarget "$QUICKLAUNCH\${BrandFullName}.lnk"
+      ShellLink::GetShortCutTarget "$QUICKLAUNCH\${BrandShortName}.lnk"
       Pop $0
       ${GetLongPath} "$0" $0
       ${If} "$0" == "$INSTDIR\${FileMainEXE}"
-        Delete "$QUICKLAUNCH\${BrandFullName}.lnk"
+        Delete "$QUICKLAUNCH\${BrandShortName}.lnk"
       ${EndIf}
     ${EndIf}
   ${EndIf}
 !macroend
 !define HideShortcuts "!insertmacro HideShortcuts"
 
 ; Adds shortcuts for this installation. This should also add the application
 ; to Open With for the file types the application handles (bug 370480).
@@ -270,84 +270,86 @@
     StrCpy $R1 "Software\Clients\StartMenuInternet\$0\InstallInfo"
   ${EndIf}
   WriteRegDWORD HKLM "$R1" "IconsVisible" 1
   ${If} ${AtLeastWin8}
     WriteRegDWORD HKCU "$R1" "IconsVisible" 1
   ${EndIf}
 
   SetShellVarContext all  ; Set $DESKTOP to All Users
-  ${Unless} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
-    CreateShortCut "$DESKTOP\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-    ${If} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
-      ShellLink::SetShortCutWorkingDirectory "$DESKTOP\${BrandFullName}.lnk" "$INSTDIR"
+  ${Unless} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
+    CreateShortCut "$DESKTOP\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+    ${If} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
+      ShellLink::SetShortCutWorkingDirectory "$DESKTOP\${BrandShortName}.lnk" "$INSTDIR"
       ${If} ${AtLeastWin7}
       ${AndIf} "$AppUserModelID" != ""
-        ApplicationID::Set "$DESKTOP\${BrandFullName}.lnk" "$AppUserModelID" "true"
+        ApplicationID::Set "$DESKTOP\${BrandShortName}.lnk" "$AppUserModelID" "true"
       ${EndIf}
     ${Else}
       SetShellVarContext current  ; Set $DESKTOP to the current user's desktop
-      ${Unless} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
-        CreateShortCut "$DESKTOP\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-        ${If} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
-          ShellLink::SetShortCutWorkingDirectory "$DESKTOP\${BrandFullName}.lnk" \
+      ${Unless} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
+        CreateShortCut "$DESKTOP\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+        ${If} ${FileExists} "$DESKTOP\${BrandShortName}.lnk"
+          ShellLink::SetShortCutWorkingDirectory "$DESKTOP\${BrandShortName}.lnk" \
                                                  "$INSTDIR"
           ${If} ${AtLeastWin7}
           ${AndIf} "$AppUserModelID" != ""
-            ApplicationID::Set "$DESKTOP\${BrandFullName}.lnk" "$AppUserModelID" "true"
+            ApplicationID::Set "$DESKTOP\${BrandShortName}.lnk" "$AppUserModelID" "true"
           ${EndIf}
         ${EndIf}
       ${EndUnless}
     ${EndIf}
   ${EndUnless}
 
   SetShellVarContext all  ; Set $SMPROGRAMS to All Users
-  ${Unless} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-    CreateShortCut "$SMPROGRAMS\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-    ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-      ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandFullName}.lnk" \
+  ${Unless} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+    CreateShortCut "$SMPROGRAMS\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+    ${If} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+      ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandShortName}.lnk" \
                                              "$INSTDIR"
       ${If} ${AtLeastWin7}
       ${AndIf} "$AppUserModelID" != ""
-        ApplicationID::Set "$SMPROGRAMS\${BrandFullName}.lnk" "$AppUserModelID" "true"
+        ApplicationID::Set "$SMPROGRAMS\${BrandShortName}.lnk" "$AppUserModelID" "true"
       ${EndIf}
     ${Else}
       SetShellVarContext current  ; Set $SMPROGRAMS to the current user's Start
                                   ; Menu Programs directory
-      ${Unless} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-        CreateShortCut "$SMPROGRAMS\${BrandFullName}.lnk" "$INSTDIR\${FileMainEXE}"
-        ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-          ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandFullName}.lnk" \
+      ${Unless} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+        CreateShortCut "$SMPROGRAMS\${BrandShortName}.lnk" "$INSTDIR\${FileMainEXE}"
+        ${If} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+          ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandShortName}.lnk" \
                                                  "$INSTDIR"
           ${If} ${AtLeastWin7}
           ${AndIf} "$AppUserModelID" != ""
-            ApplicationID::Set "$SMPROGRAMS\${BrandFullName}.lnk" "$AppUserModelID" "true"
+            ApplicationID::Set "$SMPROGRAMS\${BrandShortName}.lnk" "$AppUserModelID" "true"
           ${EndIf}
         ${EndIf}
       ${EndUnless}
     ${EndIf}
   ${EndUnless}
 
   ; Windows 7 doesn't use the QuickLaunch directory
   ${Unless} ${AtLeastWin7}
-  ${AndUnless} ${FileExists} "$QUICKLAUNCH\${BrandFullName}.lnk"
-    CreateShortCut "$QUICKLAUNCH\${BrandFullName}.lnk" \
+  ${AndUnless} ${FileExists} "$QUICKLAUNCH\${BrandShortName}.lnk"
+    CreateShortCut "$QUICKLAUNCH\${BrandShortName}.lnk" \
                    "$INSTDIR\${FileMainEXE}"
-    ${If} ${FileExists} "$QUICKLAUNCH\${BrandFullName}.lnk"
-      ShellLink::SetShortCutWorkingDirectory "$QUICKLAUNCH\${BrandFullName}.lnk" \
+    ${If} ${FileExists} "$QUICKLAUNCH\${BrandShortName}.lnk"
+      ShellLink::SetShortCutWorkingDirectory "$QUICKLAUNCH\${BrandShortName}.lnk" \
                                              "$INSTDIR"
     ${EndIf}
   ${EndUnless}
 !macroend
 !define ShowShortcuts "!insertmacro ShowShortcuts"
 
 ; Update the branding information on all shortcuts our installer created,
-; in case the branding has changed between updates.
+; to convert from BrandFullName (which is what we used to name shortcuts)
+; to BrandShortName (which is what we now name shortcuts). Also update the
+; icon if it's been changed.
 ; This should only be called sometime after both MigrateStartMenuShortcut
-; and MigrateTaskBarShurtcut
+; and MigrateTaskBarShurtcut, and it assumes SHCTX is set correctly.
 !macro UpdateShortcutBranding
   ${GetLongPath} "$INSTDIR\uninstall\${SHORTCUTS_LOG}" $R9
   ${If} ${FileExists} "$R9"
     ClearErrors
     ; The entries in the shortcut log are numbered, but we never actually
     ; create more than one shortcut (or log entry) in each location.
     ReadINIStr $R8 "$R9" "STARTMENU" "Shortcut0"
     ${IfNot} ${Errors}
@@ -365,26 +367,26 @@
           ${ElseIf} $R6 == "$INSTDIR\firefox.ico"
           ${AndIfNot} ${FileExists} "$INSTDIR\firefox.ico"
             StrCpy $R5 "1"
           ${Else}
             StrCpy $R5 "0"
           ${EndIf}
 
           ${If} $R5 == "1"
-          ${OrIf} $R8 != "${BrandFullName}.lnk"
+          ${OrIf} $R8 != "${BrandShortName}.lnk"
             Delete "$SMPROGRAMS\$R8"
             ${If} ${FileExists} "$INSTDIR\firefox.ico"
-              CreateShortcut "$SMPROGRAMS\${BrandFullName}.lnk" \
+              CreateShortcut "$SMPROGRAMS\${BrandShortName}.lnk" \
                              "$INSTDIR\${FileMainEXE}" "" "$INSTDIR\firefox.ico"
             ${Else}
-              CreateShortcut "$SMPROGRAMS\${BrandFullName}.lnk" \
+              CreateShortcut "$SMPROGRAMS\${BrandShortName}.lnk" \
                              "$INSTDIR\${FileMainEXE}"
             ${EndIf}
-            WriteINIStr "$R9" "STARTMENU" "Shortcut0" "${BrandFullName}.lnk"
+            WriteINIStr "$R9" "STARTMENU" "Shortcut0" "${BrandShortName}.lnk"
           ${EndIf}
         ${EndIf}
       ${EndIf}
     ${EndIf}
 
     ClearErrors
     ReadINIStr $R8 "$R9" "DESKTOP" "Shortcut0"
     ${IfNot} ${Errors}
@@ -402,26 +404,26 @@
           ${ElseIf} $R6 == "$INSTDIR\firefox.ico"
           ${AndIfNot} ${FileExists} "$INSTDIR\firefox.ico"
             StrCpy $R5 "1"
           ${Else}
             StrCpy $R5 "0"
           ${EndIf}
 
           ${If} $R5 == "1"
-          ${OrIf} $R8 != "${BrandFullName}.lnk"
+          ${OrIf} $R8 != "${BrandShortName}.lnk"
             Delete "$DESKTOP\$R8"
             ${If} ${FileExists} "$INSTDIR\firefox.ico"
-              CreateShortcut "$DESKTOP\${BrandFullName}.lnk" \
+              CreateShortcut "$DESKTOP\${BrandShortName}.lnk" \
                              "$INSTDIR\${FileMainEXE}" "" "$INSTDIR\firefox.ico"
             ${Else}
-              CreateShortcut "$DESKTOP\${BrandFullName}.lnk" \
+              CreateShortcut "$DESKTOP\${BrandShortName}.lnk" \
                              "$INSTDIR\${FileMainEXE}"
             ${EndIf}
-            WriteINIStr "$R9" "DESKTOP" "Shortcut0" "${BrandFullName}.lnk"
+            WriteINIStr "$R9" "DESKTOP" "Shortcut0" "${BrandShortName}.lnk"
           ${EndIf}
         ${EndIf}
       ${EndIf}
     ${EndIf}
 
     ClearErrors
     ReadINIStr $R8 "$R9" "QUICKLAUNCH" "Shortcut0"
     ${IfNot} ${Errors}
@@ -1286,35 +1288,35 @@
   ${If} ${FileExists} "$0"
     ClearErrors
     ReadINIStr $5 "$0" "SMPROGRAMS" "RelativePathToDir"
     ${Unless} ${Errors}
       ClearErrors
       ReadINIStr $1 "$0" "STARTMENU" "Shortcut0"
       ${If} ${Errors}
         ; The STARTMENU ini section doesn't exist.
-        ${LogStartMenuShortcut} "${BrandFullName}.lnk"
+        ${LogStartMenuShortcut} "${BrandShortName}.lnk"
         ${GetLongPath} "$SMPROGRAMS" $2
         ${GetLongPath} "$2\$5" $1
         ${If} "$1" != ""
           ClearErrors
           ReadINIStr $3 "$0" "SMPROGRAMS" "Shortcut0"
           ${Unless} ${Errors}
             ${If} ${FileExists} "$1\$3"
               ShellLink::GetShortCutTarget "$1\$3"
               Pop $4
               ${If} "$INSTDIR\${FileMainEXE}" == "$4"
-                CreateShortCut "$SMPROGRAMS\${BrandFullName}.lnk" \
+                CreateShortCut "$SMPROGRAMS\${BrandShortName}.lnk" \
                                "$INSTDIR\${FileMainEXE}"
-                ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
-                  ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandFullName}.lnk" \
+                ${If} ${FileExists} "$SMPROGRAMS\${BrandShortName}.lnk"
+                  ShellLink::SetShortCutWorkingDirectory "$SMPROGRAMS\${BrandShortName}.lnk" \
                                                          "$INSTDIR"
                   ${If} ${AtLeastWin7}
                   ${AndIf} "$AppUserModelID" != ""
-                    ApplicationID::Set "$SMPROGRAMS\${BrandFullName}.lnk" \
+                    ApplicationID::Set "$SMPROGRAMS\${BrandShortName}.lnk" \
                                        "$AppUserModelID" "true"
                   ${EndIf}
                 ${EndIf}
               ${EndIf}
             ${EndIf}
           ${EndUnless}
         ${EndIf}
       ${EndIf}
@@ -1382,19 +1384,19 @@
 !macroend
 !define RemoveStartMenuDir "!insertmacro RemoveStartMenuDir"
 
 ; Creates the shortcuts log ini file with the appropriate entries if it doesn't
 ; already exist.
 !macro CreateShortcutsLog
   ${GetShortcutsLogPath} $0
   ${Unless} ${FileExists} "$0"
-    ${LogStartMenuShortcut} "${BrandFullName}.lnk"
-    ${LogQuickLaunchShortcut} "${BrandFullName}.lnk"
-    ${LogDesktopShortcut} "${BrandFullName}.lnk"
+    ${LogStartMenuShortcut} "${BrandShortName}.lnk"
+    ${LogQuickLaunchShortcut} "${BrandShortName}.lnk"
+    ${LogDesktopShortcut} "${BrandShortName}.lnk"
   ${EndUnless}
 !macroend
 !define CreateShortcutsLog "!insertmacro CreateShortcutsLog"
 
 ; The files to check if they are in use during (un)install so the restart is
 ; required message is displayed. All files must be located in the $INSTDIR
 ; directory.
 !macro PushFilesToCheck

--- a/toolkit/mozapps/installer/windows/nsis/common.nsh
+++ b/toolkit/mozapps/installer/windows/nsis/common.nsh
@@ -3624,16 +3624,26 @@
             ShellLink::GetShortCutTarget "$SMPROGRAMS\$R8"
             Pop $R5
             ${${_MOZFUNC_UN}GetLongPath} "$R5" $R5
             ${If} "$INSTDIR\${FileMainEXE}" == "$R5"
               Delete "$SMPROGRAMS\$R8"
             ${EndIf}
           ${EndIf}
         ${Loop}
+        ; There might also be a shortcut with a different name created by a
+        ; previous version of the installer.
+        ${If} ${FileExists} "$SMPROGRAMS\${BrandFullName}.lnk"
+          ShellLink::GetShortCutTarget "$SMPROGRAMS\${BrandFullName}.lnk"
+          Pop $R5
+          ${${_MOZFUNC_UN}GetLongPath} "$R5" $R5
+          ${If} "$INSTDIR\${FileMainEXE}" == "$R5"
+            Delete "$SMPROGRAMS\${BrandFullName}.lnk"
+          ${EndIf}
+        ${EndIf}
 
         ; Delete Quick Launch shortcuts for this application
         StrCpy $R4 -1
         ${Do}
           IntOp $R4 $R4 + 1 ; Increment the counter
           ClearErrors
           ReadINIStr $R8 "$R9" "QUICKLAUNCH" "Shortcut$R4"
           ${If} ${Errors}
@@ -3644,16 +3654,26 @@
             ShellLink::GetShortCutTarget "$QUICKLAUNCH\$R8"
             Pop $R5
             ${${_MOZFUNC_UN}GetLongPath} "$R5" $R5
             ${If} "$INSTDIR\${FileMainEXE}" == "$R5"
               Delete "$QUICKLAUNCH\$R8"
             ${EndIf}
           ${EndIf}
         ${Loop}
+        ; There might also be a shortcut with a different name created by a
+        ; previous version of the installer.
+        ${If} ${FileExists} "$QUICKLAUNCH\${BrandFullName}.lnk"
+          ShellLink::GetShortCutTarget "$QUICKLAUNCH\${BrandFullName}.lnk"
+          Pop $R5
+          ${${_MOZFUNC_UN}GetLongPath} "$R5" $R5
+          ${If} "$INSTDIR\${FileMainEXE}" == "$R5"
+            Delete "$QUICKLAUNCH\${BrandFullName}.lnk"
+          ${EndIf}
+        ${EndIf}
 
         ; Delete Desktop shortcuts for this application
         StrCpy $R4 -1
         ${Do}
           IntOp $R4 $R4 + 1 ; Increment the counter
           ClearErrors
           ReadINIStr $R8 "$R9" "DESKTOP" "Shortcut$R4"
           ${If} ${Errors}
@@ -3664,16 +3684,26 @@
             ShellLink::GetShortCutTarget "$DESKTOP\$R8"
             Pop $R5
             ${${_MOZFUNC_UN}GetLongPath} "$R5" $R5
             ${If} "$INSTDIR\${FileMainEXE}" == "$R5"
               Delete "$DESKTOP\$R8"
             ${EndIf}
           ${EndIf}
         ${Loop}
+        ; There might also be a shortcut with a different name created by a
+        ; previous version of the installer.
+        ${If} ${FileExists} "$DESKTOP\${BrandFullName}.lnk"
+          ShellLink::GetShortCutTarget "$DESKTOP\${BrandFullName}.lnk"
+          Pop $R5
+          ${${_MOZFUNC_UN}GetLongPath} "$R5" $R5
+          ${If} "$INSTDIR\${FileMainEXE}" == "$R5"
+            Delete "$DESKTOP\${BrandFullName}.lnk"
+          ${EndIf}
+        ${EndIf}
 
         ${${_MOZFUNC_UN}GetLongPath} "$SMPROGRAMS" $R6
 
         ; Delete Start Menu Programs shortcuts for this application
         ClearErrors
         ReadINIStr $R7 "$R9" "SMPROGRAMS" "RelativePathToDir"
         ${${_MOZFUNC_UN}GetLongPath} "$R6\$R7" $R7
         ${Unless} "$R7" == ""