REPORT ON BRNAD STRENGT H ANALYSIS

Submitted by: Prabhat Kumar Singh

Reg no: 2011H149231

Brand chosen: Microsoft "Our vision is to create innovative technology that is accessible to everyone and that adapts to each person's needs. Accessible technology eliminates barriers for people with disabilities and it enables individuals to take full advantage of their capabilities." Bi ll Gates, Chairman
INTERNAL FACTORS: Clarity: 9 I would give high marks to Microsoft on clarity because its very clear about what brand stands for in terms of values, proposition and positioning. It is also clear about its target audience and customer insights. Commitment: 9 Microsoft scores high on commitment front because it is committed to be the best technology company in the world. The company entails in its employees a sense of commitment to be the best in its category. Protection: 9

Microsoft is one of the worlds first technology companies and across the time has come up with a lot of new technologies which are patented on its name. There has not been a single case on Microsoft for infiltration issues in these years which prove its originality and excellence.

Responsiveness: 10 I would give Microsoft full score on responsiveness because it has always come up with something new and innovative product in order to changing market response. It has always tried to evolve itself as a leader and also tried to renew it technology.

EXTERNAL FACTORS: Authenticity: 10 Microsoft scores very on authenticity because it has a very rich heritage and has always come out on top of customers expectation. It has always given its customers a high degree of satisfaction. It is capable enough to deliver what customer wants. Relevance: 10 The Microsoft is the well sought after and most used operating system in the world. Its softwares are used for all purposes and by each segment of people. They are very effective in satisfying customer needs and desires. Differentiation: 10 Microsoft is an overall market in its segment. Its a proof that it differentiates well with its competitors and is very successful in

that. It easily fends off the competition with its superior technology and user friendly products. Consistency: 9 Microsoft products are very user friendly and even a new user uses it without much of a fuss. Its products are very successful in all the designs and formats. It has never faced any problem or failure with any of its products.

PRESENCE: 10 Microsoft is present all over the world and it has a huge customer base. They are very satisfied bunch of lots and they talk very positively about the products. It is very much appreciated in the public and media and is used by all segments of people. UNDERSTANDING: 10 Customers understand the brand very well and they have in depth knowledge of its qualities and characteristics. They have full faith in the Microsoft as a brand that always come up with new innovative technologies. Hence, people have a understanding of the company that owns the brand.