s of Yahoo! as a Web site and business brand? Why or why not?Yang firmly believed that success could be achieved by: a) giving users abundant reasons to visit your service, and b) promote the hell out of the brand. Both strategies were key in Yahoos success. Yangs vision of a one-stop-shopping site, giving users multiple reasons to use his service not only ensured they will visit for a variety of reasons, but also built lasting relationships with customers. Yahoo! provides its users with free services such as email, stock tracking, customized news searches, weather, travel rates, and sports information all on one personalized home page. However, Yahoo! founders realized that without a strong brand name, they would have difficulty attracting both advertisers and users. In order to get people to use your sight the first time, having a recognizable brand name in essential. New users have been bombarded with creative ads that may well lead them to try Yahoo! before a competitor. It is well know that creating brand equity is the surest way to find long-term success in the business world. One has to go no further than Coca-Cola to see the lasting effects of building a recognizable brand name. Once users came in droves, advertisers werent far behind seeking to capitalize on this captive audience.b.Do you approve of how Karen Edwards has promoted the Yahoo! brand? Why or why not? How would you improve Yahoo! marketing? Explain why.Edwards used an excellent approach in her initial marketing campaign. The majority of web surfers are young. Targeting events and media that are frequently attended/subscribed to by the Gen X target market proved quick and efficient way to attract interest. The next step was to find a way to hold on to current users. This was accomplished with the consistent offering of new services and distributing freebies that kept the Yahoo! brand name in the forefront of the minds of its users. As the text sta...
