This document discusses the brand equity drivers of Microsoft. It identifies differentiation through its Office suite and cloud services, relevance through capturing multiple markets, and esteem as Microsoft Office is perceived as a quality product. Brand strength is determined by differentiation and relevance, while brand stature is determined by esteem and knowledge. The brand elements that make Microsoft memorable include its name being synonymous with PCs and its Windows logo and sound. It is also meaningful through ease of work, use in daily lives, and across operating systems. The brand is likeable due to its user-friendly interface and is transferable as it has diversified from OS to gaming, computers, cloud, etc. Microsoft has adapted its logo, slogans and OS over