Microsoft Corp.: Branding and Positioning .NET

Abstract

John Williams, senior director of marketing for Microsoft's .NET, was trying to build the .NET brand, a comprehensive family of next-generation connectivity software products. Highlights the challenges of branding and positioning a complex technology offering. The first challenge facing Microsoft was to develop a common definition of .NET, which had been in flux over the prior two years. The second challenge was to choose between an umbrella branding strategy, a sub-branding strategy, and an ingredient branding strategy. The third challenge was to create a value proposition that would appeal to three very different target audiences: business decision makers, IT professionals, and developers.

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.

Citation

Sawhney, M., Buenneke, B., Jackson, L., Kulick, L., Kulick, N., Norton, E., Post, E. and Rotem, R. (2017), "Microsoft Corp.: Branding and Positioning .NET", . https://doi.org/10.1108/case.kellogg.2016.000210