Yahoo Under Microsoft, What about the Brand?
Writing by Brick Marketing on Tuesday, 5 of February , 2008 at 6:06 pm
There are many people that are wondering what will happen to the Yahoo! brand under Microsoft’s ownership. According to Microsoft, it is not going to go anywhere. “We love the Yahoo! Brand,” says Microsoft, so it looks like it is here to stay. I tend to agree with the analysis of the situation that we see on Web Pro News.
It makes perfect sense. MSN is pretty much a failed shot at creating a Yahoo-type division, with the only successful parts of MSN either being rolled into Windows Live (Hotmail, Messenger) or existing as popular but rudderless content websites. Microsoft has never been good at content, so rolling the content side of MSN into Yahoo will give those sites a future and a more coherent strategy going forward.
Microsoft has enormous brand recognition, they have done very well for themselves in this regard, but it is true that they have failed to create a strong Internet presence. Don’t get me wrong, MSN Live has been growing in leaps and bounds, but it lacks something that the Yahoo! brand captured quite well.
Bringing Yahoo! under the Microsoft helm may in fact strengthen its brand. One thing that has been a constant topic of conversation is Yahoo!’s lackluster marketing techniques. The Yahoo! brand has always been strong, they just never made the most of it. With the deep pockets of Microsoft running the show, things might change and it will be interesting to see how the Redmond behemoth steers the brand into the future.
Category: Website Branding
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