To analyze the branding and positioning of a complex new technology offering: by defining a new product offering for public understanding and comprehension; evaluating brand strategies for optimal effect, considering possible hurdles to implementation of each strategy; and developing a value proposition attractive to differing audiences.
Sawhney, M., Buenneke, B., Jackson, L., Kulick, L., Kulick, N., Norton, E., Post, E. and Rotem, R. (2017), "Microsoft Corp.: Branding and Positioning .NET", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000210Download as .RIS
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