A Quick Branding Story—Yahoo!
Yahoo! (www.yahoo.com) continuously tops the charts with its number one rating as the Web’s hottest property. It is continually praised for simplicity of design and accessibility. Yahoo! just might be the Web’s “quickest and most logical, never failing to give what people need, when they need it” type of site.[1] Yahoo! was quick to brand its name and become an online and offline marketing machine. It is known as “a classic example of brand building, Silicon Valley style.”[2] The search engine came to life targeting three distinct groups, capturing the needs of each one separately. Consumers enjoy Yahoo! for fast and easy access to information on any subject. The brand also evokes fun, with a bit of wackiness in ...
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