Grudziadz, Poland Entrepreneur launches a project today in Poland to engineer
and provide publishers on the internet with Web mark WM, a branding insignia that is equivalent to
offline branding Trademark TM. “When there was no internet the Trademark was the enterprise’s
medium to identify itself among competitors. When there was only HTML a website filled the
presence and branding needs the enterprise required on Web. In the era of Semantic Web and linked
data, the WebMark is the natural and logical upgrade to carry enterprise’s communication and
personality to its users.” Says Ali Siragedien the founder of the project.
Online branding has become extremely important due to the ever-growing flow of information and
advertising on Web. The essence of a brand is in the brand personality which differentiates the
company and its brand from its competitors and increases brand loyalty. Experience has shown how
applying the offline branding techniques to Web audience seems to be difficult and rather
inconvenient, mainly, because of the very nature of Web. But branding has always responded to the
development of both economic models and technological capacities. We have seen how the
Trademark has developed from bison ownership marks cave drawings, through trade guilds’ marks
in the 12th century to the modern inclusion of sounds, colors and scents in registering a brand. We
have also witnessed how Web has naturalized and web-settled different offline enterprise tools to
fulfill Web based needs, such as CreativeCommons. The need for special Web branding insignia is
rather of special and urgent necessity now. Semantic engines require better structured content,
websites are of low profile for semantic extraction, and enterprise will need to publish well
described and highly integrative data to get their content discovered and their data linked. “Digital
and Web based branding is a vital asset in Web 3.0 when computers will be smart and powered with
semantic abilities to process and understand data, and when users will have very intelligent utilities
to quickly and accurately locate the information they need, the WebMark is designed to that job”
says Ali.
A Web mark, represented by the symbol WM is a kind of distinctive Semantic Web data feed
contains distinguishable identity/meaning centric information about a web-resource and its
provider.. Web mark will give great benefits in terms of brand management and brand equity; the
enterprise can use its Web mark for content marketing and as communication medium.
Advertisement will not be on keyword bases but on much broader and more accurate concepts, or
rather on a Web brand.
