In its effort to better compete with Google, Microsoft is rebranding its search engine. Microsoft’s “Live Search” (which used to be “MSN Search”) is now officially called “Bing” — or as Microsoft says, “the sound of found.” School of Management marketing Professor C.B. Battacharya can discuss the challenges of rebranding and retaining brand loyalty.
Contact C.B. Battacharya, 617-353-5710, firstname.lastname@example.org