Google Play and rational digital storefront branding

Google Play may not be the least confusing name for a digital storefornt and the collection of wares that it offers exclusives the Web apps that are offered via its Chrome Web Store. But the rebranding of what was primarily Android Market best represents what an integrated way to purchase the main digital media types – apps, music and video, and books and magazines – should be. While Amazon has subbrands e-books (Kindle Store) and its music and video service (Amazon Instant Video), but these are under the Amazon umbrella brand that is synonymous with retailing..

Apple, though, remains stuck with three different stores for music and video, apps, and books. And two of those storefronts use the iTunes name which, in addition to mixing the function of an organization tool and a storefront, is far out of date with respect to what might be considered relevant to a “tune.” Yes, Apple, can take its time in revealing how a brand makes sense after all, but “iPod” connoted something general. In contrast, iTunes connotes something specific.

Indeed, Microsoft has been on a similar path. It has the Windows (Phone) Marketplace for apps, Zune for music and videos, and its new partnership with Barnes and Noble will result in a Nook-branded e-book store. If iTunes is too broadly associated with the success of one type of digital media, though, Zune of course has the opposite problem, and I’ve never understood why Microsoft would hang on to a brand so strongly associated with a device that failed in the market. The company has decided to move on from its branding of Windows Live, but it also has been known to keep services limping along forever.

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