# data[].attributes.headline
Building a brand in mindspace (Rosenbaum-Elliot et al. 2011)

# data[].attributes.subject
Building a brand in mindspace (Rosenbaum-Elliot et al. 2011)

# data[].attributes.body
Brand awareness = aware
Perceptions of quality = not as good as other phones on the market
Differentiation = personalised tiles home screen... not much else
Relevance = high
Social esteem = low
Emotional bond = high, but...

# data[].attributes.body
- Launched 2010
- Microsoft corp brand
- connected with other Microsoft brands - Xbox, Office, Outlook, Explorer

# data[].attributes.attachment_link.description
Windows Phone 7 Ad Megan Wyler - I'm Not Invisible

# data[].attributes.body
Percy et al, (2001. 67)

# data[].attributes.attachment_link.title
Don't Fight - Microsoft New Commercial Mocks Apple And Samsung

# data[].attributes.body
Windows
Microsoft
Lack of apps
Office
Work phone
Bill Gates

# data[].attributes.body
Ansoff, H. 1965. Corporate strategy. 1st ed. Harmondsworth: Penguin books, pp.109-110.

Elliott, R., Percy, L. and Pervan, S. (2011). Strategic brand management. 2nd ed. Oxford: Oxford University Press, p.177.

Mintel, 2016. Mobile Phones - UK. [online] Mintel. Available at: http://academic.mintel.com/display/769663/ [Accessed 16 Nov. 2016].

Percy, L., Elliott, R. and Rossiter, J. 2001. Strategic advertising management. 1st ed. Oxford: Oxford University Press, p.67.

# data[].attributes.body
Windows Phone suffers from limited availability of apps (Mintel 2016)

export

"Leading operating system Android, couples accessibility with upbeat image and availability on a wide range of devices, which consolidates a strong user base. Meanwhile, iOS shows a cool brand image that builds on its exclusivity as well as being cutting-edge but stylish at the same time. Windows Phone is therefore left seeking its place in the market, particularly as the perceived limitation of the range of apps available on the OS seems to represent a significant drawback."

# data[].attributes.body
- Apple
- Samsung
- Sony
- HTC
- LG
- Google

# data[].attributes.body
- home page interface
- choice of colour
- back of phone?
- build your own phone