http://www.blogcdn.com/www.engadget.com/media/2013/09/kindlepaperwhite.jpg?utm_source=Feed_Classic&utm_medium=feed&ncid=rss_semi&utm_campaign=Engadget The most striking difference you’ll notice in the just leaked announced new Kindle Paperwhite](http://www.engadget.com/2013/09/03/amazons-new-kindle-paperwhite-officially-announced/?utm_source=Feed_Classic&utm_medium=feed&ncid=rss_semi&utm_campaign=Engadget) isn’t something on the device’s screen – it’s on the backplate. AMAZON. That brand, once so subtly tied into the company’s game-changing e-reader, is now big, bold and garishly displayed in gloss across the upper part of the Paperwhite’s posterior. Why? Well, the answer is quite simple really: compared to the Kindle brand, Amazon’s brand equity is much stronger in overseas markets. If you’re a longtime Kindle user like me, you’ll probably find this design tweak annoying, but that’s about all it is. The rest of this new Paperwhite is a matter of finessing the tried-and-true Kindle experience, not disrupting it.
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