Microsoft Corporation: Branding and Positioning .NET
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. This case highlights the challenges of branding and positioning a complex technology offering. The first challenge Microsoft faced was to develop a common definition of .NET, which had been in flux over the prior two years. The second challenge Microsoft had to consider was the choice 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.
Mohanbir Sawhney, Brian Buenneke, Lisa Jackson, Nancy Kulick, Evan Norton, Erica Post, Ran Rotem
Sawhney, Mohanbir, Brian Buenneke, Lisa Jackson, Nancy Kulick, Evan Norton, Erica Post, and Ran Rotem. Microsoft Corporation: Branding and Positioning .NET. Case 5-104-034 (KEL097).