John Williams, senior director of marketing. NET from Microsoft, trying to build. NET brand, integrated family of next-generation products, the connection software. The main problems of branding and positioning complex offering technology. The first challenge for Microsoft is to develop a common definition. NET, which has been in motion for the previous two years. The second challenge was to make a choice between strategy umbrella branding, sub-branding strategy and brand strategy ingredients. The third task was to create a value proposition that would appeal to three very different target audiences., Business decision makers, IT professionals, and developers' Hide
Mohanbir by Sony, Brian Buenneke, Lisa Jackson, Lisa Kulik, Kulik Nancy , Evan Norton, Eric Post, Ran Rotem Source: Kellogg School Management 27 pages. Publication Date: January 1, 2002. Prod. #: KEL097-PDF-ENG