Put your brand on the map

01 June 2010

Melinda Upton and Amy Reynolds explain how online mapping services present both opportunities and dangers for brand owners keen to market their products using new media

One-minute read

Technology has opened the door for exciting new marketing techniques that allow businesses to target consumers based on their location. One of the most developed of these opportunities is an initiative by Google Maps in Australia and New Zealand that allows brand owners to pay to have their logos displayed on interactive maps. This kind of technology offers a unique opportunity for brands to market to technology-savvy consumers. But exploiting a brand in this way presents a number of challenges to businesses and is not something that should be attempted without careful consideration of the possible trade mark and licensing issues that could occur.

In March 2010, Google Australia began piloting a new enhancement to Google Maps in Australia and New Zealand. The feature now allows brand owners to pay to have their logos displayed on the interactive maps to indicate the location of their business.

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