Learning to “Bing” it

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, cb@bu.edu

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