TITLE

Split decision is Microsoft's 'biggest brand challenge.'

AUTHOR(S)
Elkin, Tobi
PUB. DATE
June 2000
SOURCE
Advertising Age;6/12/2000, Vol. 71 Issue 25, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the need for Microsoft Corp. to market its software products and brand as it awaits the court decision on its appeal over an antitrust case filed against the company. U.S. District Judge Thomas Penfield Jackson ruled on June 7, 2000 that Microsoft should be divided into an applications company and an operating systems entity. Brand consultants, analysts and industry observers suggest to Microsoft to focus on repairing relationships with software developers and promoting its portfolio of sub-brands.
ACCESSION #
3209252

 

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