“The effect and growth we’re seeing in our tables this year of a huge 78% is thanks to years of building the brand perceptions of quality, reliability, innovation and trustworthiness, resulting in higher revenue, profit and equity analysts forecasting that it will continue,” commented Richard Haigh, managing director of Brand Finance.
Helping its perception, Microsoft owns a slate of established global B2B and B2C digital and entertainment brands, including the Xbox, LinkedIn, Minecraft and more recently video games publisher Activision Blizzard, as well as new brands such as AI companion Copilot.
Last quarter, gaming console Xbox’s content and services revenue increased by 13%, while LinkedIn revenue increased by 8%.
According to Kantar’s Staplehurst, brand attitudes toward Microsoft have improved in the last two years through product innovation and the strength of its marketing performance.
“The challenge for the largest, most established brands like Microsoft is staying relevant and continuously innovating. It’s all too easy to get complacent and fall prey to disruptors,” said Staplehurst. “Microsoft has managed this balancing act extremely well—and ChatGPT will be further fuel to maintain its top-ranked position.”
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