Battle of the brands: Microsoft vs. Google

04/9/2009 | Wall Street Journal, The

When consumers don't know which search engine they're testing, they like the Microsoft product fine, but break out the Google banner and they immediately like it more. This brand dominance is the big challenge Microsoft exec Yusuf Mehdi faces as he tries to retool the company's search business. It doesn't help that Microsoft's online services go by a multitude of brand names. He says the company is aiming for more brand clarity.

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