The Windows brand: Asset or liability?

From a recent RetailWire discussion: The issue is whether Microsoft ought to toss the Windows “brand” overboard as it develops a new operating system. I feel it’s a key asset regardless of some of its recent troubled history:

Microsoft has plenty of issues and plenty of strong competition (especially in the evolving world of operating systems), but the Windows brand is a critical asset. For many computer users, it defined (and continues to stand for) the personal computing experience. The Windows name can also “travel” across multiple product platforms, as Mr. Ballmer’s comments suggest.

Trying to replace something with strong brand recognition is akin to replacing the original Coke formulation…not a good idea. Microsoft would be better served figuring out how to become a bigger player in the worlds of Apple, Google and Facebook.



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