How Microsoft’s “cross-brand halo” determines the cumulative power of separate ad campaigns

Microsoft, the technology giant, has pursued an innovative research program that identifies how the ad campaigns for one of its brands impacts other offerings in its portfolio, as well as its corporate brand.

Microsoft owns a powerful house of brands – including its Surface computers, Office 365 software suite, and Windows operating system – and relies on an intense advertising schedule to further build their status.

“We have a lot of campaigns...

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