Goniąc Apple. Etapy kreowania wizerunku Microsoftu jako nowoczesnej i postępowej firmy

Abstract

Microsoft is one of the most recognizable brands in the world. For many years its products, despite their popularity, have been the focus of criticism from PC users because of some archaic functionalities of the programs or a general mismatch between its offer and the needs dictated by the rapid development of digital culture. However, some time ago the image of the company has been substantially modified. The current forms of promotion of Microsoft’s products (different from previous forms) are intended to create the image of Microsoft as a progressive and modern company. The article is focused on the analysis of strategies used to achieve the desired image of the company and the assessment of their effectiveness.