Microsoft is making a progress in challenging Google in the Internet search business by introducing a new search service called Bing, to replace Live Search which has replaced MSN Search.
The company has invested billions of dollars in those services and has been unable to halt Google’s growth. That is why Microsoft will introduce Bing because it will be able help people with complex tasks like shopping for a camera.
Bing is unique because when it turns into a verb like for instance, Xerox, TiVo or Google, it will be nice still. Branding experts said choosing the name of Bing is not only a good start but also the easiest part of the challenge facing the company, as most people turn to Google without even thinking about it.
But other branding experts said said Microsoft should have chosen a name that more directly connotes search, because Bing has no equity and cannot signal anyhing.
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