The new brand-perception battleground: Brand memories and the moments that matter for the Microsoft brand

David Evans

Technology company Microsoft examined the concept of emotional peaks and pits to uncover brand memories to aid its move from product-oriented company to a service-based model.

Abstract

Peak and pit moments in customers' brand memories predict brand love and downstream revenue

Microsoft's Customer & Market Research group (CMR) tracks nearly 20 portfolio brands, which enables a consistency in wording and audience-definitio

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