Microsoft: History And Brand Elements

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  • Bill Gates and Paul Allen, mates of the youth, emerged on April 4th 1975 when the bulk of Americans used typewriters with a computer system called Microsoft. Initially, Microsoft relocated to Washington in 1979, and eventually developed into a significant multinational development business, centered in Albuquerque in New Mexico. The year after Microsoft was made public in 1987, Gates, 31 years of age, was the first billionaire in the nation.
  • Microsoft began with Gates and Allen in order to develop early personal computer applications called Altair 8800 (MITS). Gates a Harvard University undergraduate, and Allen a Boston programmer left everything behind in their new company. At the end of 1978 the revenues of Microsoft had reached $ 1 million and relocated back to the Bellevue offices, Washington, Seattle area, where Allen and Gates were born. The corporation then authorized IBM (international business machine) for the first personal computer to run MS-DOS (Microsoft disk operating system) which was introduced in 1981. Earlier, several computing firms released an MS-DOS license, but did not include a graphical guide, and customers needed to type in commands to access the software. In 1983, after Hodgkin’s lymphoma (a cancer of the lymphatic system that belongs to the immune system) was identified, Mr. Allen quit Microsoft, was successfully handled and attempted numerous other business projects.
  • Windows, a new Microsoft operating system with new features and a user interface with drop-down menus and scroll bars, was published in 1985. The year after it relocated its registers office to Redmond, Washington, the corporation reported its contribution of 21 million, earning 61,000,000 million. By the end of the 1980s, Windows made it the world’s largest personal computer corporation with strong profits. Windows 95 first emerged in 1995, in response to the dramatic growth in personal computer sales for home and business use. Improvements including the Start menu were included. Seven million fresh drug versions were distributed within five weeks. At the end of the 1990s, technology was widely used on the Internet, and Microsoft launched the Internet Explorer, the first Web browser.
  • Current day: Since Satya Nadella became CEO of Microsoft, Microsoft’s marketing policy has been less offensive. Microsoft’s goal in consumer approach has also evolved over the years. With the support of Microsoft’s target market approach, the organization is able to participate in successful dialogue with its clients. As a consequence, Microsoft’s approach makes use of a range of contact platforms such as product purchases, direct marketing, media relations, knowledge and activities, brand promotion and advertisement in an organized way to convey marketing messages to the target audience. Microsoft’s strategic consumer approach also means that potential markets are kept aware of many of the company’s new offers.

2-Brand elements:

Microsoft’s first logo: Gates and Allen the founders of Microsoft, were the brains behind the company’s logo. The logo had an original sans serif font that was applied through a programming language, which also represented the 70s and the disco years. To give a depth of field illusion, concentric lines were used on each letter in addition to being the first company logo written on two lines.

The 1980 redesign: due to the vast spread of metallic bands in the 1980s, the new logo was music inspired. This symbol had a different appearance from the one before it, first it was written on one line, in addition to that the company relied on a sharper, much oilier, and more aggressive illustration. Unfortunately this logo was used for 2 years.

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The arrival of Blibbet: In 1982, with the metallic trend coming to an end Microsoft had to take another destination with its logo. The company decided to use a more common font as the first logo, the sans serif font. The most significant this about this emblem was the horizontal lines in the letter O which bears a resemblance to a CD. This CD shaped O was also used alone to represent the company.

The Pac Man logo: after the Blibbet logo took its magnificence in the early 1980s, the company wanted to show strength and importance of their business in the market, they created the “Pac Man logo”. This logo was very simple yet catchy with a Helvetica font in italic and bold style with a space between the O and S representing a nod to when the companies name was called micro-soft. This logo lasted for was used for 20 years.

The current logo: in 2012 and after several meetings, the Microsoft employees decided to replace the bold and italic side of the previous logo with a Segoe UI font. By adding a small colorful symbol makes it so different from the other logos, and reminisce the windows being one of the most important products from the other logos. This window logo that was added had colors representing more Microsoft products, the red for the office suit, the green for the Xbox console, the blue for the word, and the yellow for outlook. As it seems to be this logo is still used today and is here to stay.

Slogan, character, and jingle:

• Alongside the Microsoft logo a simple but innovative slogan entered the picture: “WHERE DO YOU WANT TO GO TODAY?”, “Your potential. Our passion”, and “Be what’s next” in 1994, 2006, and 2011 respectively. However, the use of slogans in Microsoft’s marketing campaigns is rare nowadays. Foster T. (2001) states slogans should contain the following characteristics: be memorable, differentiate the brand, reflect the brand’s personality, help in ordering the brand, be original, simple and believable, and be likeable, not complicated, meaningless or clumsy. This strategy may have been easier to implement when the company had few products in its portfolio, but with a broader product-segment line, however, the use of slogans can become complex. When a company increases its product offering

Brand Equity:

• Microsoft is an enterprise that has developed its brand a long way. In recent years, the brand Microsoft has actually moved away and has entered the world of mobile and cell phone communications. Microsoft also began to create hardware under the brand name of Microsoft. Microsoft should make sure it does have the brand’s salience (which it does) as part of driving the brand forward, but it also invokes the right brand feelings. In the past, technology companies have always been struggling with poor releases that hinder their brand awareness. Microsoft spent considerable funds in advertising to ensure its market position was clear and recognizable as part of the launching of these new product portfolios. When you look at past operating systems, they were plagued with the perception that they were clunky, slow and unreliable. The launching of Windows 7 and Windows 8 by Microsoft recognized this problem well. Once they were successful, this foundation allowed them to explore other software products. Microsoft is gradually establishing a foothold on the consumer electronics business.

Brand Awareness:

  1. Brand recognition: is the capacity of consumers, given the brand as a cue, to confirm previous exposure to the brand. In other words, can you recognize the brand you are already exposed to when you go to the store?
  2. Brand recall: is the capacity of customers to recall the brand from memory when a group of goods, needs satisfied by a label, a condition of purchasing or using it is provided as a guide. This ensures that customers are reminded of Kellogg’s Corn Flakes, when they are at the shop, whether making a buy or in the kitchen, whether dreaming about the cereal group or about what they might be consuming for breakfast or a snack.
  3. Brand Image: The first significant move in creating brand identity is the development of brand knowledge through the brand identification by regular exposure (for brand recognition) and the establishing of good relationships with the specific product category or with any other appropriate purchasing or customer connections (to brand recall). Once there is sufficient awareness of the brand, marketers can focus more on building a brand picture.
  4. The Microsoft Company was listed in third place. The value of its brand in 2008 was 59 billion dollars, and Microsoft remained third in the latest 2010 report (Trosclair, C. September 29, 2008). Microsoft is a highly diverse company with a wide variety of business products. Although Microsoft is increasing in its product segments and has a significant part in it, it is a firm with rough corners that manufactures goods that blend with customers and much foreign litigation. Not to mention other businesses, such as the Windows Cell, that crashed.

Microsoft VS Apple :

• Point of parities(POP):

  1. The two businesses are identical on the basis of their founders; they all depend on the creativity of brilliant self-motivated businesspeople. Bill Gates, Microsoft’s co-founder, is a respected man worldwide for his dream of putting computers on billions of desks, and also as a mentor. Steve Jobs, Apple’s co-founder, is both a shrewd businessman and a thinker with a free mind. In fact, all represent outstanding market skills. Around 2004 and 2010, they both rated as the world’s most powerful people.
  2. The production of portable media players and the smartphone represent another similarity between the two. Of e.g., Apple battled iPod touch as Microsoft created Microsoft Zune High Definition. The machines were fitted with storage capacity of up to 30 GB of which up to 7000 audios could be accessed. We do all have MP4 and MP3 help programs. Both companies also manufacture other phone products. Microsoft has a common Window phone, for example, whereas Apple has an iPhone. They also now set up parallel shops to provide for their clients and to enable them to buy these items. For Microsoft and Apple, the branded stores such as the Window Phone Store and the iTunes Store all have their apps stored.
  3. Both companies have tablet devices; Microsoft creates surface as Apple renders iPad. While the distinction between the devices is clear, the parallels between the two cannot be discussed. Both have a touchscreen, equal in thickness, both have been unveiled secretly and both fall in the prime group in the sugar tablet. Surface was ideally designed to allow rivalry in the almost iPad-dominated tablet industry.
  4. The presence of retail stores for both companies is another connection, as described above. But that could shock others as Microsoft has less than 20 stores while Apple has over 200 stores. Yet the arrangements in the stores are nearly close. The stores provide professionals who provide clients with advice, professional support and applications.

• Point of differences (POD):

  1. Apple is famous for designing computers and entertaining devices such as iPod for the electronics industry. The goods have made a variety of developments to satisfy customers’ needs. Conversely, the operating systems and software of Microsoft including windows and office are recognized. Apple has also made the best of iLife apps and its acclaimed video tools.
  2. Both of them do have separate competitive tactics. Microsoft employs coercion to penetrate the market and appears to be extreme. For starters, every innovative innovation in the industry would be followed, absorbed and conquered by it. Apple should then cultivate its own innovations from incubation to ripeness. Apple should look at the consumer forces’ demands, recognize and offer an innovation which is not abused to meet the desires of the business. The key aim, unlike Microsoft who are more involved in dominance, is to make profit irrespective of the quality without knowing whether they are making profit or not. Microsoft believes that market domination is a fundamental consideration for every future-oriented business.
  3. Marketing, especially Internet apps, is the minimalist Apple strategy. The organization minimizes the argument that consumers have little resources and cannot search through the internet for alternatives. In comparison, the advertisement approach provides a range of alternatives to a consumer. The consumer is still searching for the right alternative according to them. The magicians in the business also provide customers with guidance about how to pick. The analysts used this tactic to illustrate all organizations’ consumer expectations.

It is obvious from the debate that the two businesses have parallels and disparities. Nonetheless, the variations are equivalent to the parallels because each organization aims to outsmart the others regardless of their aggressive existence.


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