ABSTRACT
This chapter helps to analyze the development of consumer and business products that capitalize on the internet's properties and technology by delivering online benefits through product attributes, branding, support services, and labeling. The firm continues to grow in sales, new markets, number of employees, and new products offered. All products adhere to Google's philosophies of simplicity, customer focus, speed of service, and product excellence. Some new products such as search engines, smart phone apps, and social networks are unique to the internet, others such as music simply use the internet as a distribution channel, and some use the internet as an electronic storefront. Product attributes include overall quality and specific features. Brand includes a name (McDonald's), a symbol (golden arches), or other identifying information. When a firm registers that information with the US Patent Office, it becomes a trademark and is legally protected from imitation.
