Sources of Sustainable Competitive Advantages

Section 6: Marketing Strategies

6.1 Branding

Sources of Sustainable Competitive Advantages

Microsoft is one of the top 20 Innovative Companies in the world because they have strong management that is always pushing for continuous improvement. Microsoft has and will continue to build their reputation of innovativeness and brand loyalty among their customers as they have one of the most valuable and powerful brands of a business-to-business firm.

The four steps that Microsoft has utilized in building a strong brand are: (1) to develop deep brand awareness or a brand identity; (2) establish the meaning of the brand through unique brand associations; (3) elicit a positive brand response from customers through marketing programs; and (4) build brand relationships with customers, characterized by intense loyalty. The foundation for successful brand management is the set of brand-building blocks aligned with the branding latter- salience, performance, imagery, judgments, feelings, and resonance.

When creating and sustaining a top notch brand identity, Logos are extremely important assets to all companies, and Microsoft is no exception. As the most visible form of Microsoft’s brand identity, it represents the intellectual resources, high standards and corporate values Microsoft has put into its software products since 1975. The types of reminders that customers need to recognize the Kinect is that Microsoft continues to focus on the idea of "empowering the energy in all of us." Microsoft promotes the Kinect as a controller-free gaming and entertainment experience for any and all people. XBOX.com states, “You are the controller. No gadgets, no gizmos, just you! Kinect brings games and entertainment to life in extraordinary new ways without using a controller. Imagine controlling movies and music with the wave of a hand