Re: URL Structures in Advertising?

From: Allen Weiss <amw_at_marketingprofs.com>
Date: Thu 24 Jan 2002 09:23:34 -0500

The answer to your question depends on how people encode
URLs (in their minds, of course) in terms of the parent
brand versus the sub-brands. If indeed people are now
used to encoding the part right before the .com as the
parent, then the structure http://www.lifeway.com/subbrand/
would be more consistent with your branding campaign. It
seems that this may be the case due to the common practices
and the heavy advertising that has taught people about URLs,
namely it's xyz.com. While I like your idea of putting the
sub-brand name as the third level domain (subbrand.parent.com),
I think you would run into the problem of educating people on
who is the parent, and what is the subbrand. You don't want
to get into educating the public about URL structures when
you're really interested in educating them about your brand
name.

--------
Allen Weiss
Publisher/Exec. Editor - MarketingProfs.com
http://www.MarketingProfs.com
amw_at_MarketingProfs.com
 







Received on Thu Jan 24 2002 - 08:23:34 CST