08
Fall
08
Fall

A LOOK INTO IMPROVING BING’S BRAND IMAGE USING CAUSE BRANDING STRATEGIES
Sheri Quek (14333)
LASALLE College of The Arts
BADCN3C
A LOOK INTO IMPROVING BING’S BRAND IMAGE USING CAUSE BRANDING STRATEGIES
Sheri Quek (14333)
LASALLE College of The Arts
BADCN3C

The birth of Bing was supposed to mark the advent of a new competitive era amongst search engines. Through its evolutionary stages, from the humble beginnings of MSN Search to the revamped Bing, Microsoft have been preparing for their default engine to generate a larger share search engine oligopoly – one in which Google holds an overwhelming power in.

Ultimately, Bing failed because of a wide variety of reasons, most notable of which had to do with the brand loyalty and association people had with Google and the lack of trust as well as the negative image that Bing had generated through its head-on collision with Google in the ‘Bing It On’ campaign where they made constant comparisons to the search giant in an attempt to portray Google’s lack of proficiency; and the emergence of news about them copying Google’s search results (Singel, 2011).

Brand loyalty is very much based on the establishment of trust consumers have for the particular brand (Sirchuk, 2012) and companies like Google target this aspect by aiming to become a “brand for life” (Oneto, 2013). They (Google) allowed consumers to see how the brand could play a part in every stage of a person’s life and this in particular is crucial especially when the younger audiences are taken into account because young consumers tend to be more impressionable. Brand dependency can be formed in children from as young as two years old; thus the moulding of their perceptions from a young age would subsequently affect their evaluative judgements and brand decisions when they grow into adulthood (Harradine & Ross, 2004). This is an area Bing