Global Brand Study - Justin.Tv - Assignment Example

Global Brand Strategy www.Justin.tv Specify exact brand www.justin.tv 2. Describe products or services www.justin.tv is a website which provides service of producing and broadcasting live video. The live video can be transmitted to over 250 countries in the world. The service can be used by individuals and companies, these videos can be broadcasted to unlimited viewers around the world. The websites broadcast millions of videos every month. Its headquarters are in San Francisco and it’s funded by Alsop Louie partners. The website originated from a different source back in 2007. It was just a single channel featuring its founder Justin Kan, who broadcasted his own live video all day. His video casting was later called life casting as it was 24/7. In late 2007 Justin decided to stop broadcasting his life casting and launched the website to cast thousand of different channels. 3. Briefly describe core customers desired & primary market/distribution channels The website seems to attract customers from all age groups, however it can be said that most of the customer are young and under the age of 18. The website does require customers to be over the age of 18 if they are broadcasting of viewing an offensive video. 4. Describe strength of brand name from a DEFENSIVE perspective: a. Describe most significant trademark search results for the primary country i. If US, include both USPTO.GOV search results and online search results for unregistered marks – e.g., Google & domain name searches The Justin.tv Service is owned and operated by Justin.tv. The visual interfaces, graphics, design, compilation, information, computer code (including source code or object code), products, services, and all other elements of the Justin.tv Service provided by Justin.tv (the "Materials") are protected by United States copyright, trade dress, patent, and trademark laws, international conventions, and all other relevant intellectual property and proprietary rights, and applicable laws. Except for any Life caster Content that are provided and owned by Users, all Materials contained on the Justin.tv Service are the property of Justin.tv or its subsidiaries or affiliated companies and/or third-party licensors. All trademarks, service marks, and trade names are proprietary to Justin.tv or its affiliates and/or third-party licensors. (See http://www.justin.tv/user/terms_of_service) Logos ii. When describing results, provide relevant details, such as exact mark, goods/services, owner of the marks and date registered (if they are registered marks) Justin.tv is registered as Lifecast on USPT.GOV, because it is not a product but a service on the internet for video recording and broadcasting. The results are following, Word Mark LIFECAST Goods and Services IC 038. US 100 101 104. G & S: Live video broadcasting over the Internet Standard Characters Claimed Mark Drawing Code (4) STANDARD CHARACTER MARK Serial Number 77359777 Filing Date December 26, 2007 Current Filing Basis 1B Original Filing Basis 1B Owner (APPLICANT) Justin.Tv Inc. CORPORATION DELAWARE #605 2140 Taylor Street San Francisco CALIFORNIA 94133 Type of Mark SERVICE MARK Register PRINCIPAL Live/Dead Indicator LIVE LAST APPLICANT(S)/OWNER(S) OF RECORD 1. Justin.Tv Inc. Address: Justin.Tv Inc. #605 2140 Taylor Street San Francisco, CA 94133 United States Legal Entity Type: Corporation State or Country of Incorporation: Delaware Phone Number: (415) 786-8376 GOODS AND/OR SERVICES International Class: 038 Class Status: Active Live video broadcasting over the Internet Basis: 1(b) First Use Date: (DATE NOT AVAILABLE) First Use in Commerce Date: (DATE NOT AVAILABLE) ADDITIONAL INFORMATION (NOT AVAILABLE) MADRID PROTOCOL INFORMATION (NOT AVAILABLE) PROSECUTION HISTORY NOTE: To view any document referenced below, click on the link to "Trademark Document Retrieval" shown near the top of this page. 2010-04-05 - Report Completed Suspension Check Case Still Suspended 2009-09-30 - Report Completed Suspension Check Case Still Suspended 2009-03-30 - Report Completed Suspension Check Case Still Suspended 2008-09-29 - Report Completed Suspension Check Case Still Suspended 2008-09-29 - Assigned To LIE 2008-03-28 - Notification Of Letter Of Suspension E-Mailed 2008-03-28 - Letter of suspension e-mailed 2008-03-28 - Suspension Letter Written 2008-03-28 - Assigned To Examiner 2008-01-03 - Notice Of Pseudo Mark Mailed 2008-01-02 - New Application Entered In Tram ATTORNEY/CORRESPONDENT INFORMATION Correspondent JUSTIN.TV INC. JUSTIN.TV INC. 2140 TAYLOR ST APT 605 SAN FRANCISCO, CA 94133-2240 Phone Number: (415) 786-8376 b. Describe most significant trademark search strategy/results for the secondary country or market The website is originated and has its head quarters in San Francisco, USA. It can be said that the 2nd country of market is all countries. The reason is that it is a website and not a product or physical service that is why it is not bound by any boundaries. It can accessed from anywhere in the world and views and broadcaster could be sitting anywhere in the world. Some potential problems I can see is that the website will benefit more by having more than one language. For instance china is a huge market to access for this website, but Chinese prefer websites that are in their own language. If justin.tv could provide the basis structure of the website in Chinese as well, it will gain a huge market. UK and Europe are the other markets to explore. However the brand needs to improve its ranking in Google and other search engines. As a search is put in for broadcasting videos and channels, many other sites come in UK and Europe search. Justin.tv comes in 2nd or 3rd pages which makes it less popular in these countries. However despite this fact its viewers and broadcasters are from all over the world, including Australia, Brazil, UK, France Netherland, and Sweden c. What is your strategy to deal with these potential problems? The best strategy to deal with some potential problems is to increase the ranking in Google and major search engines around the world. This will give justin.tv a chance to appear on the first page with youtube, ustream and other websites that are providing pretty much the same service, however they are more popular and known worldwide in comparison with justin.tv. Another strategy is to advertise and publicize as much as possible. Justin.tv has uniqueness in comparison with other websites. This uniqueness needs to be advertised and make known to the potential customers. The market of video recording, streaming and love broadcasting has many competitors. But how justiin.tv differentiate from other brands if by offering them low latency, simple and high quality live channels and twisted chat servers. It is appreciated by its current users as they define it as a quick and live interaction between friends, host and viewers. These strengths and unique qualities need to be known by the users worldwide. There are certain ways to do that, for instance the company can advertise these qualities on its own website, the company can also use social networking websites and ads on Google and ask.com. i. Did you make any changes to the brand to avoid problems? I did not make any changes to the brand; no changes in the brand are required in order to overcome the potential issues. The changes are required in advertising strategy and reaching customers. ii. Did you need to adjust your marketing strategy? Yes I adjusted and recommended couple of change in the marketing strategy, as that was the main hurdle in reaching more customers. iii. Are there acquisition/partnership/alliance/license opportunities? There could be more partnerships opportunities depending on what route the company decides to take. For instance YouTube and Google have come together to make the website better and also attract more customers. If justin.tv could do such act like coming together with other search engines (yahoo, ask.com, Bing) then it will increase its customer base by heaps. 5. Describe strength of brand name from an OFFENSIVE perspective: a. Is the brand name generic, descriptive, suggestive or arbitrary/fanciful? I feel that brand name of justin.tv is a suggestive brand name. It’s a type of name that suggests and hints the key feature of the service that is being provided by the website. From first hearing the name it seems that website is broadcasting latest videos, it does not convey that live videos can be recorded and broadcasted by people and companies. b. How does it stand out in the market from competitors? It does stand out a little from its competitors because most of the video recording and live broadcasting websites either have Tube or Stream associated with them, which classify them as such website. Justin.tv seems to be a different name when compared with these websites. It also conveys that live channels and events are also broadcasted through this website. However it can be defined as a weakness as well, as people are more likely to click on “stream” or “tube” rather than “TV” when looking to broadcast the video. c. In a nutshell, what is your intended brand story/promise to customers? (refer back to guest speakers from second class and keep this very simple) The brand promise for this brand is very simple and conveyed in tang line as well. It promises to deliver to everyone, “create live video and show anyone in the world whats happening right now”. It is indeed the single and most important thing for this website. It is for everyone and it promised to deliver the video streaming every time. The good thing about his brand promise is that it is not targeted to a specific, age, gender, or income, it is literally for everyone and that’s what is important. d. Will you be able to register your brand in your “key” countries? “key” = home/source country Although there is no need to do it, as the brand is already global considering its existence on the worldwide web, however if law required it can be done easily as the brand has already established a name and credibility. 6. Who would you like to use as local counsel in each key country? (you do not need to contact them for this class, just find contact information) As explained that justin.tv does not need to register to other countries because it is already accessed and broadcasted globally in different countries across Europe. However if it does require registration of its trademark by law in Europe and China, then following are the contact details, China Shanghai Headquarter ----------------------------------------------------- Room 22B No. 20-1 FuXin Road, Shanghai, China Tel: 0086-21-65530729 Fax: 0086-21-65047029 Lawyer@chinatrademarkoffice.com   Hunan Branch ------------------------------------------------------ 37 Baiwan Zhuang, suite 1-2 Zhishan district, Yongzhou Hunan Province, 425006 China Tel: 0086-746-6234795 Fax: 0086-746-6234795 Lawyer@chinatrademarkoffice.com patent@chinatrademarkoffice.com trademark@chinatrademarkoffice.com Europe Phoning us Ring our Switchboard at + 34 96 513 9100 from 8.30 to 18.30 Sending a fax General fax number + 34 96 513 1344 Getting general information Telephone +34 96 513 9100 from 9.00 to 12.00 and 15.00 to 17.00 e-mail information@oami.europa.eu Getting support for e-business Telephone + 34 96 513 9400 from 7.30 to 19.30. e-mail e-businesshelp@oami.europa.eu Contacting Examiners Should you need to contact an examiner for a legal query regarding a specific file, the best way is to go through the switchboard and ask for them by name. If the examiner is not available, we recommend that you leave a message on the answering machine of the examiner or send an e-mail through the Information Centre address: information@oami.europa.eu You should get a reply within two days. E-mails may only be used for informal communication with the Office. Correspondence regarding a specific file must always be filed by fax, by post or via e-communication (only MYPAGE users). Office address Office for Harmonization in the Internal Market (Trade Marks and Designs) Avenida de Europa, 4 E-03008 Alicante SPAIN 7. General comments/conclusion Justin.tv is a cutting edge platform for sharing and broadcasting the videos. The brand has built itself up in the last few years remarkably. Its stagey for providing simple and easy service to its customers has earned it credibility and fantastic reviews on the worldwide web. The basic idea of Justin.tv is to attach a camcorder and do live casting 24/7 has come a long way from its origin and now established as a brand name which is broadcasting hundreds of channels to millions of user all over the world The best thing about this brand is that without much physical and expansion expense its already reaching customers all over the worlds. Its existence on the World Wide Web has guaranteed a global status to it and it is using it very well. The popularity of the website can be accessed from the fact that it has over 1 million registered user s all over the world and there are also millions of users who are visiting the website on daily basis. The channels are added to the website on the daily basis and the average is of adding two channels a day which makes 600 new channels each year. These channels range from Australia to Brazil, UK to Sweden and many other countries. Although the market is very competitive and video streaming and live broadcasting has many other websites, but it’s easy to say that Justin.tv has established a unique identity in this incredibly tough market. Its uniqueness of offering the users low latency and high quality channels with twisted chat has given it an edge in the market. There is also the fact that it offers videos to every age and group in countless languages. It can be a cooking show or a latest live soap opera, a technology program, or study classes. It’s a great platform for people who want to watch the video and people who want to broadcast live. There are some suggestions in the conclusion part which the author would like to state. The first is to increase its ranking on the major search engines so it can be viewed with other sites like ustream and youtube. This act will earn the brand more customers and wider popularity. The other suggestion is to offer basis structure of the website in different languages, especially in Chinese, as it is a great market that is still not reached by the brand. The expansion into Chinese market will come hardly at any cost considering the number of customer it can reach with such act. Appendix 1, the website Close Justin.tv Home Live Channels Broadcast Top of Form Bottom of Form Language Sign In | Create Account Justin.tv for iPhone - fun, fast and free! Get the app today! Popular Live Videos 256 Viewers Moogle Plays MW2... Open for invites, t... 125 Viewers Skate 3 for a short while 54 Viewers Um..... 53 Viewers Stork Nest Live from Dumbravioara, Roma... Millions of People Watching 1723 Live Channels Watch Chirp: Twitters first Developer Conference Chirp, Twitters first Developer conference, will be live on Justin.tv starting on April 14th. During the two-day event, viewers can tune in to learn from the experts that keep Twitters heart beating. Chirp will be showcasing the very best and most successful Twitter Developers in the world throughout the conference. Put your developer hat on for a peek inside the biggest micro-blogging site in the world! Kimberley Locke talks "Stroblelight" Songstress Kimberley Locke is promoting her newest single "Strobelight" this Thursday at 4PM PST on Justin.tv! She gained fame with her participation in the 2003 American Idol® television series where she was second runner up to Ruben Studdard, and in 2007 she garnered media attention for her participation in VH1s "Celebrity Fit Club." Kimberley is ready to hear all your questions, so follow her channel for the latest updates. Tommy Alastra Presents: Live in the Lounge Tommy Alastra Presents: LIVE in the LOUNGE with Cisco Adler and Friends backstage from the UPENN Spring Flight 2010, this Friday, April 16th in Philadelphia at 9:00pm EST. Guests will join in on this live broadcast with Cisco Adler and surprise appearances including Shwayze and more. Add Cisco as a friend and get in on this unique web chat this Friday on his Justin.tv channel. Hide Producer Spotlight Featured Live Videos 5 Viewers LIVE from the African wilderness! LIVE ... 8 Viewers THE INDEPENDENT ARTISTS CHANNEL 47 Viewers Dragoon: Dragon Quest 8 44 Viewers World of Warcraft: Priest :: Thanks fo... 35 Viewers Xbox360 縱橫諜海:斷罪 (Tom Clancys Splinter ... 37 Viewers Mud Truck TV Online! 35 Viewers 24/7 LIFECAST BY 46 Y/O SINGLE MALE LIV... 22 Viewers Mulisha Tv is the channel for Games Mus... 25 Viewers Horses Helped Form This Great Nation, B... Live Video Categories Producers Social Entertainment Gaming Sports News & Events Animals Science & Tech Educational More Read More