Sunday, December 21, 2008

MSN Brand Hierarchy

Microsoft Network, MSN is a brand family that encompasses Microsoft’s network or online services. The Windows LIVE brand was introduced for certain online properties in 2006 and as a result some of the online services have two names, such as Hotmail and Windows LIVE Mail, MSN Search and LIVE Search, and MSN Maps and Local LIVE. For the MSN brand, modifiers are used to distinguish a particular service. Keller (2008, p 451) notes that modifiers distinguish “different types of items or models.” MSN Entertainment is an example of the modifier in use. The following chart is a visual representation of the brand hierarchy.

Click image to expand.

Keller, K (2008). Strategic Brand Management. Pearson/Prentice-Hall.

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