TITLE

Challenge for Microsoft: Putting its brand to work

AUTHOR(S)
Elkin, Tobi
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the challenges faced by Microsoft Corp. with regards to its brand strategy in February 2000. The damage to its corporate reputation has coincided with an evermore competitive business climate. Microsoft faces intense pressure from younger players who embraced the Internet more quickly. The company has reorganized to sharpen its focus over the last few months--perhaps even as a pre-emptive strike against a government mandate--into three broad groupings: desktop productivity solutions, operating systems and Internet businesses. Company executives maintain that software remains the core of the brand. The company's most recent advertising campaign--The Business Internet--seeks to position Microsoft as a partner that can help anxious entrepreneurs make sense of e-business. As such, Microsoft hopes to become the Internet brand for e-business.
ACCESSION #
2751618

 

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