Branding engine

The branding engine concept was introduced by Limited in 2009 and others to define a route to promote the brand experience in a competitor free environment in a process that inverts the general consumer search process.
A conventional search engine will service a general search pattern where a consumer is looking for a generic product profile or seeking to compare options.
The growth in the use of search engines has led to a parallel growth in the new industries of search engine optimization and search engine marketing . These new industries utilise web page design and links to ensure the search engine algorithms promote brand and product recall rankings within any search criteria. Indeed there is now increasing pressure to look at the return on investment for search engine optimisation activities and to develop other approaches. Indeed new paradigms for the role of search engines are being proposed and the growing importance of social media and search agents.
The branding engine approaches the search from the point of view of the brand manager or brand champion in branding or promoting their brand to their client group. This perspective allows the brand manager to target and segment the market more effectively through natural language search from the address bar of web browsers. This approach minimises the need for additional tool bars within the browser.
Branding engine technology
The internet derives its functionality from a set of known and verifiable addresses known as Uniform Resource Locators or . These are similar to telephone numbers and are processed through a form of exchange to identify the destination point for your call. Similarly, if you dial the wrong number you get an error tone or message. In the case of the internet this error message comes in a variety of forms but mostly a 404 error. How you handle these error messages forms the basis of the patents acquired by M4siz Limited but originaly granted between 1999 and 2002 as UK patent and US patent. These patents allow for the handling of error messages arising in the address bar of the browser and to re-direct these error messages to an appropriate URL.
As you can see the URL is an important tool to ensure the internet functions correctly. The critical nature of syntax in standardising the URL is therefore subject to international guidelines through organisations such as and Internet Society.
Branding engine and brand promotion
From the perspective of a brand owner or brand champion who seek to generate levels of anticipation about the possible the consumers' brand experience for their clients. In this way they can segment their market and differentiate their brand , product offer and product placement in the market place, particularly during a recession.
The conventional use of triggers, hooks or other promotional codes to raise awareness and generate a call to action in the target audience have started to appear in conventional markets as links to trigger an internet response. Greater use of marketing automation accumulates progressively client data for improving targeting. These may refer to specific search strings relating to the marketing message or abbreviated URL statements missing the page suffix or terminal '/'.
The branding engine concept extends the browser address bar functionality to tailor a natural language search or specific key word combination without the need to go to a consumer search engine. The branding engine search provides the browser user to be taken to a competitor free web page solution that offers a fully branded experience. In addition the brand manager can then confirm the product offer decision as well as promoting up-sell and cross-sell opportunities to improve the brand experience and the stickiness of the web site.
The branding engine approach delivers an extra dimension to brand promotion and market segmentation to the brand manager and brand owner in removing the total reliance on search engine optimization strategies to differentiate their brand from the competition.

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