Elaina Christaki – Brand creates their identity

Posted: January 25, 2014 in Uncategorized

In class, we discussed how brands create their own identities. Microsoft seems to have been creating a new identity for themselves in recent years. They have been attempting to convey that they are a more cool, up-to-date and technologically advanced company. One way in which they have approached this is by introducing a tablet and a smartphone. Additionally, they have been comparing themselves to Apple to assist in conveying their new identity. In one ad, they used counterpositioning to make their tablet seem more advanced and cool compared to the iPad. Additionally, the ad makes it seem as though the iPad is very plain, boring and expensive compared to the Microsoft tablet.

It is also interesting that Microsoft stores look and function very similarly to Apple stores.

Apple v.s. Microsoft

Overall, Microsoft appears to be modernizing their identity to ensure that they are seen as a company that is cool, and technologically advanced.


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