Microsoft
Microsoft and its founder Bill Gates are well known and need no introduction. From garage to gargantuan proportions: Microsoft’s growth is now part of corporate folklore.
Initially it is the product, the microcomputer that Microsoft popularized. The microcomputer changed the concept of personal computing. In no time, it catapulted Microsoft to a high position. Subsequently, the personality of founder Bill Gates, dropping out of college to develop microcomputer software from a garage, and rapidly rising to the position of the world’s richest person added to Microsoft’s brand and mystique.
The emphasis on software development is so strong at Microsoft that instead of limiting software engineers to small, cramped spaces, the company allocates each a separate cubicle to work without any hassle. New recruits to college campuses find it a privilege to work for a tech titan.
On top of that, creative freedom, abundant space to work drives them to develop newer and more innovative software products on a regular basis.
Consciously or unconsciously, Bill and Melinda Gates add a lot of value to the brand image for the charity work in which they are involved. It might be your way of giving back to the world, but it immeasurably strengthens Microsoft’s brand image.
Microsoft’s brand image can be described as: constant innovation. New software development keeps Microsoft at the forefront in a rapidly changing world of technology. Bill Gates’ personal branding image as the world’s richest person with miles of coverage in print and years of time in visual media reinforces the strength of the company’s brand in a formidable way.
The software giant is also very aggressive on the brand promotion front. Microsoft spends nearly $ 1 billion on ads in the US alone It plans to allocate more funding for ads on the Internet, while maintaining a strong foundation in traditional television and print media.
Microsoft has changed its logo twice to the current Helvetica italic typeface. The motto has also been changed from “Where do you want to go today?” To “Your potential”. Our passion. “He planned to spend nearly $ 125 million a year beginning in 2006 to erase the image of a ‘great’ American company. It has a presence in every country in the world with software development centers in many countries.
Microsoft’s aggressiveness in brand management is further established by the fact that it acquired aQuantive, a Seattle-based advertising and marketing group for $ 6 billion. This now gives Microsoft an advantage in promoting its brand on the Internet.