Brand News

Maybe I am stupid. Because I do not understand the current hype about brands applying for their own TLD.

Let’s say you apply for and get the following TLD:   .YourBrand

To create an internet address, you have to put something in front of the TLD. So maybe you stick to countries or languages and create www.USA.YourBrand or
you create www.EN.YourBrand.

How is that better then www.YourBrand.com, which you already own?
And which you will not give up.

Of course, you could also create things like www.Sales.Yourbrand or maybe www.Service.Yourbrand. But is that better to memorize?

How ill your email addresses improve?
From my point of view, something like JonDoe@Sales.YourBrand is not better then JonDoe@YourBrand.com.

If you have reasons for brands to invest a couple of hundred thousand Dollars in a TLD and essentially becoming a registry, please write!

The pros and cons of brand extensions are arguable.
There is neither a scientific answer, nor an empirical one.

Thus, the following is a statement, up for discussion.

If your brand:

• started your category like Xerox copiers,

• was not setup as an umbrella brand from the beginning

• and has no real brand competing like Red Bull in energy drinks

then there is a big chance, that brand extensions will fail.

Your customers do not distinguish between brand and product.
It is unlikely, that they will follow your brand into other categories.

It is interesting to see, whether Polaroid will be successfull.

eBay hat seit Jahren immer wieder Probleme mit Markenartklern, die den Online Vertrieb ihrer Markenprodukte einschränken. Zudem streitet eBay vor mehreren Gerichten international über seine Verantwortung beim Vertrieb von Markenfälschungen.

Nun motiviert eBay seine Nutzer und Kunden zur Teilnahme an einer Petition gegen Beschränkungen beim Online Vertrieb, siehe hier: http://secure.ebaycampaigns.com/de/

For some years now eBay is tied up in litigation with manufacturers of branded products in Europe. Two issues caused law suits in among other countries France, Germany and Austria:

1. marketers of premium products want to control online distribution of their products and

2. eBay refuses responsibility for trading of counterfeit products on its platform.

Now ebay calls its clients and users to participate in an online petition, see here: https://secure.ebaycampaigns.com/en/ to change European legislation.

Laut Business Wire, hat Energizer eine weltweite Markenlizenz an einen Hersteller von Solar-Produkten vergeben, primär für Solarg-getriebene Ladegeräte.

Energizer, einer der größten Batterie-Hersteller, vergab die Lizenz für zunächst drei Jahre. Schade, dass die wunderbare Marke Varta nicht mehr überschaubar geführt wird.