David Filo and Jerry Yang create the Yahoo! Search engine in 1994 under the name “Jerry and David’s Guide to the World Wide Web”. Yahoo! Stands for Yet another Hierarchical Officious Oracle Site was different as it also includes a searchable index, making websites searchable by categories 3 QUICK HISTORY
4 YET ANOTHER HIERARCHICAL OFFICIOUS ORACLE The unusual and catchy name worked in setting the company apart from traditional companies. It was easy to remember, funny and people developed an emotional attachment to it. Yahoo sought to convey an irreverent and fun attitude.
5 DEVELOPMENT OF BRAND AWARENESS In 1996 Yahoo launched a $10 million awareness building campaign which included the slogan “do you Yahoo” and the Yahoo yodel audio cue. Campaign included television, radio and print. It focused on consumers intending to use the Internet for the first time within a year, “near surfers” as they would more likely become loyal to the brand.
6 BRAND DEVELOPMENT Yahoo managed to portray itself differently to 3 distinct target audiences. To customers: “We are fun, wacky and easy to use” To press and financial analysts: “We’re professional and well run” To media buyers: “We’re the market leader and experts in online advertising”
7 MEASURABLE OUTCOMES Yahoo worked on building a consumer brand rather than technological company. In 1996, the brand was recognised by 64% of Internet users and 8% of prospective users In 1997, the brand was recognised by 82% of Internet users and 23% of prospective users By 2000, the awareness reached 90%. This was achieved by constant advertising and by sticking to the same brand image.
8 EXTENSION OF SERVICES In 1998, it launched a Yahoo! Branded Visa card. If follows with an online shopping mall called Yahoo! Shopping. The aim was to make the brand stand for commerce as well. The Yahoo store allowed merchants to lists their products on Yahoo Shopping Directory. Merchants were also able to set up payments and credit card processing to third party providers. It appealed to small businesses who didn’t have the knowledge or the knowledge to sustain an independent website.
9 FURTHER EXTENSION OF SERVICES Yahoo City Guides (restaurant guides, entertainment calendars, pizza delivery numbers) Yahoo Small Business (packages such as package tracking service, editorial content for publications) Yahoo Messenger (messaging, email and news alerts) Yahoo Everywhere (content on non PC devices “to extend the brand and services beyond the desktop”). Yahoo Auctions (online auctions) Yahoo Club (social network) Flickr (photo sharing)