BRAND MANAGEMENT

ASSIGNMENT
Microsoft could potentially improve to build a stronger brand resonance and increase customer
loyalty and advocacy:

 Excitement and Fun: While Microsoft is known for its productivity and innovation, it could
work to improve its image as being exciting and fun. This could involve investing in product
design and user experience to make its products more visually appealing and engaging for
customers.

Microsoft can take a number of steps, including:

1. Product Design: Microsoft can invest in product design to create products that are visually
appealing and engaging for customers. For example, it could explore new color schemes,
graphics, and animation styles to make its products more attractive to users.
2. User Experience: Microsoft can focus on improving the user experience of its products to
make them more intuitive and easy to use. This could involve simplifying interfaces,
making functions more accessible, and reducing the time it takes to complete tasks.
3. Gamification: Microsoft can introduce gamification techniques into its products to make
them more engaging and fun for users. This could involve adding achievements, rewards,
and social features to create a more interactive and competitive experience.
4. Partnership and Collaboration: Microsoft can partner with other companies or
organizations to create new and innovative products that offer unique and exciting
experiences for customers. For example, it could partner with creative agencies, gaming
companies, or design firms to create new products or services that offer novel and exciting
experiences.
5. Marketing Campaigns: Microsoft can launch marketing campaigns that are focused on
excitement and fun to help shift its brand image in this direction. For example, it could
create commercials or online campaigns that feature high-energy music, colorful visuals,
and playful messaging to showcase the excitement and fun of using Microsoft products.

 Uniqueness: Microsoft operates in a highly competitive technology market, and it could

work to differentiate itself by emphasizing its unique strengths and offerings. This could
involve highlighting its leadership in areas such as artificial intelligence, cloud computing,
and gaming, and creating marketing campaigns that showcase how its products are
different from those of its competitors.
Microsoft could consider several strategies:
1. Focus on its unique strengths: Microsoft has many unique strengths, including its
expertise in operating systems, productivity software, and gaming. By focusing on
these strengths, Microsoft can emphasize what sets it apart from competitors and
appeal to customers who value those qualities.
2. Innovation: Microsoft can focus on innovation to create new and unique products
and services that set it apart from competitors. This could involve investing in
research and development and exploring new technologies and ideas.
3. Develop a strong brand identity: Microsoft could work to create a clear and
consistent brand identity that resonates with customers. This could include
developing a brand voice that is distinct and memorable, using consistent visual
branding across all channels, and creating messaging that emphasizes the
company's unique strengths and values.
4. Engage with customers on a personal level: Microsoft could work to create a more
personal connection with customers by engaging with them through social media,
email, and other channels. By listening to customer feedback and responding to
their needs, Microsoft can build a stronger relationship with its customers and
improve its brand resonance.
5. Emphasize its commitment to sustainability and social responsibility: Many
customers today are interested in supporting companies that are committed to
sustainability and social responsibility. Microsoft could highlight its efforts in these
areas and make them a core part of its brand identity, appealing to customers
who value these qualities.
 6. Develop unique partnerships and collaborations: Microsoft could develop
partnerships and collaborations with other companies, organizations, and
individuals that align with its values and strengths. By working with other entities
that share its vision and goals, Microsoft can create unique and memorable
experiences that resonate with customers and help to differentiate the company
from competitors.

 Emotional Connection: While Microsoft has a large customer base, it could work to
strengthen its emotional connection with its customers by focusing on creating a more
personalized and humanized brand image. This could involve emphasizing the ways in
which its products improve people's lives, as well as leveraging social media and other
communication channels to engage with customers on a more personal level.
To improve its emotional connection with customers, Microsoft can take several steps
such as:
1. Building a Community: Microsoft can create a sense of community around its
products and services. This could involve creating forums, chat rooms, and social
media groups where users can interact with each other and share their
experiences with Microsoft products.
2. Personalization: Microsoft can personalize its products to meet the specific needs
and preferences of its customers. For example, it could offer customizable themes,
settings, and features that allow users to make its products their own.
3. Consistent Brand Voice: Microsoft can maintain a consistent brand voice across all
its products and services. This could involve creating a brand personality that
reflects its values, vision, and mission and consistently communicating this
personality across all touchpoints.
4. Emotional Branding: Microsoft can use emotional branding techniques to create a
deeper emotional connection with its customers. This could involve using
storytelling, music, and other creative techniques to evoke emotions such as
nostalgia, joy, and excitement.

 Social Responsibility: In recent years, customers have become increasingly interested in

companies' social responsibility and ethical practices. Microsoft could build its brand
resonance by emphasizing its commitment to social and environmental responsibility, and
showcasing its efforts to create positive social impact through its products and services.
Submitted by:

Abhranil Goswami Sayan Chakraborty Suruchi Gupta

(22020341005) (22020341259) (22020341265)

References:

https://livingcomputers.org/Blog/MS@45-How-Microsoft-changed-the-world-%E2%80%93-Part-
1.aspx

https://www.businessinsider.com/yes-microsoft-did-change-the-world-more-than-apple-2011-9?
IR=T

https://www.smartsheet.com/content/brand-pyramid-templates