In the wake of their failed bid to acquire Yahoo!, Microsoft is looking to change public perception of its Live Search brand in order to better compete with Google.   Microsoft as an online search engine pales in comparison to Goo

gle, but through marketing strategies, the company hopes that the public will see it as a viable alternative to the search engine giant.   The software company’s original plan was to acquire Yahoo, but after their $47.5 billion bid was rejected the company needs to appease investors and consumers alike in regards to the image and functionality of their search engine.   The Microsoft Live brand is part of an array of applications and software as a search tool, but a lack of reputation and viable marketing leave many consumers to turn to Google or Yahoo for their queries.   At a search advertising conference in Seattle held by, editor Danny Sullivan asked Kevin Johnson, president of Microsoft's platforms and services, whether the company intends to change its search engine image all together rather than merely alter it.   "Fix means fix. If that means change, we'll change," Johnson said.   The direct, aggressive attitude reflects Microsoft’s intent on showing its investors it has options other than Yahoo in tackling Google.   Recently, the company began offering rebates on purchases made by using the Live Search engine in hopes of enticing more users and, consequently, more advertisers.   Microsoft also re-launched Farecast—its travel search Web site acquired earlier this year. Similar to the rebate offering, success in the re-launch will be measured by sales completed.   Microsoft’s search engine image reconstruction will take a great effort if it hopes to compete with Google, which is why many speculate that the company will eventually acquire Yahoo with the help of Yahoo’s prominent investor Carl Icahn.   By Danny Scuderi   FEEDBACK For comments on this article, email us at