BRANDING - A CREATIVE JOURNEY

BRAND NAME:- AMAZON

Name :- Tanya Dabodia

Roll No :- 190BBAHW061
School :- SOB
Course Name :- BBA Hons
 History of the Brand

 This is the history of Amazon, an American internet

sales company.
 Amazon.com, Inc. is an American multinational
conglomerate which focuses on e-commerce, cloud
computing, digital streaming, and artificial
intelligence.
 Jeff Bezos founded Amazon from his garage in
Bellevue, Washington, on July 5, 1994.
 Headquarter of Amazon:- Seattle, Washington, U.S. Amazon founder Jeff Bezos
 Key people:- Jeff Bezos(Executive Chairman), Andy
Jassy(President and CEO).
 Services Of Amazon:- Amazon.com, Amazon Alexa,
Amazon Appstore, Amazon Music, Amazon Prime
Video, Amazon Web Services etc.
 History of the Brand (cont.)
 In May 1997, Amazon went public. It began selling music and videos in 1998,
at which time it began operations internationally by acquiring online sellers of
books in United Kingdom and Germany.
 In 2002, Amazon launched Amazon Web Services (AWS), which provided data
on website popularity, Internet traffic patterns and other statistics for marketers
and developers.
 In 2006, Amazon grew its AWS portfolio when Elastic Compute Cloud (EC2),
which rents computer processing power as well as Simple Storage Service (S3),
that rents data storage via the Internet, were made available.
 In 2012, Amazon bought Kiva Systems to automate its inventory-management
business, purchasing Whole Foods Market supermarket chain five years later in
2017.
 On February 2, 2021, Amazon announced that Jeff Bezos would be stepping
down as CEO and transition to Executive Chair of Amazon’s board in of 2021.
 Great Amazon Innnovations
1. CLOUD COMPUTING :- Amazon initially
built its cloud computing platform to help the
company’s web services run faster and smarter. 
2. KINDLE :- Before the Kindle, e-books were
stalling. Readers and content existed, but they
weren’t breaking through. Then Amazon gave
people a quick, convenient and affordable way
to get books and the medium surged forward.
3. ALEXA :- Amazon’s voice assistant, Alexa, is
amazing at doing Amazon things (placing
orders, finding music, etc.). And she can hear
and respond to voice commands at a normal
volume from across a noisy room, which is
pretty impressive.
 Great Amazon Innnovations (cont.)

1. PRIME :- Not only did Amazon give people fast and

free (aside from the yearly subscription fee, of course)
shipping on thousand items with Prime, they also made
people come to expect fast and free shipping from every
other company.
 There’s also the smart move by Amazon to tie its
streaming video service to Prime, which (1) provides an
added-value for customers; and (2) gives people
incentive to adopt Amazon’s streaming service, watch
their original content, and set the stage for the future
growth of that enterprise.
 OWNER

 His full name is Jeffrey Preston Bezos.

 Born on January 12, 1964.
 He  is an American entrepreneur, media proprietor,
investor, and computer engineer. 
 He is the founder and executive chairman of Amazon,
where he previously served as the president and CEO.
 He Born in Albuquerque and raised in Houston and Miam.
 Bezos graduated from Princeton University in 1986. He
holds a degree in electrical engineering and computer
science. Amazon founder
Jeff Bezos
  He worked on Wall Street in a variety of related fields
from 1986 to early 1994. 
 OWNER (cont.)

 Bezos founded Amazon in late 1994, on a cross-country road trip

from New York City to Seattle.
 The company began as an online bookstore and has since expanded
to a wide variety of other e-commerce products and services,
including video and audio streaming, cloud computing, and artificial
intelligence.
 It is currently the world’s largest online sales company, the largest
Internet company by revenue, and the world’s largest provider of
virtual assistants and cloud infrastructure services through its
Amazon Web Services branch.
 CONCEPT

 Amazon.com is a vast Internet-based enterprise that sells books, music,

movies, housewares, electronics, toys, and many other goods, either directly
or as the middleman between other retailers and Amazon.com’s millions of
customers. Its Web services business includes renting data storage and
computing resources, so-called “cloud computing,” over the Internet.
 The company also makes the market-leading Kindle e-book readers. Its
promotion of these devices has led to dramatic growth in e-book publishing
and turned Amazon.com into a major disruptive force in the book-publishing
market.
 Evolution of logo of the Company

 1st Amazon logo (1995) :- Amazon’s first logo was

the literal interpretation of the company’s name: a blue
background and the letter “A” with a shape of a river
inside, plus a caption that showed the ambitious goals
of the company declaring the brand “Earth’s biggest
bookstore”.
 2nd Amazon logo (1997) :- In 1997, the original
Amazon logo design was replaced with a more refined
and well-constructed version that started to reflect the
company’s growth. It seems like the company
somehow speculated that in the next years of that time
the dot-com hype was about to burst since it
incorporated it within its second version of its logo.
 Evolution of logo of the Company (cont)
 3rd Amazon logo (1998) :- The new logo included the
“amazon” word written with upper-case letters and a giant
yellow ring for the “O” letter of its name. This version
was undoubtedly one of the most significant changes in
its design and took the brand’s logo one huge step closer
to the design of the logo as it is these days.
 4th Amazon logo (1998-2000) :- According to the colour
psychology, orange, especially the orange shade used by
Amazon, represents joy and warmth, which somehow
reshaped the company’s reputation to a friendlier one
among consumers. In the Amazon logo design black is a
symbol of the dominance and the elegance of the
company. 
 Evolution of logo of the Company (cont)

 5th Amazon logo (2000) :- It includes the orange line that

represents a smiley face which starts from the letter “a” to
the letter “z”, ending with an arrow. Yet the orange line no
longer curved down but up in this new logo version. The
orange line is a symbol that represents the fact that the
brand is now able to provide customers with everything
from “a” to “z”.
 6th Amazon logo (2012 – present day) :- This version is,
in fact, the most symbolic design which represents the
business growth of the brand. The new design dropped
the “.com” part of the logo which signifies the fact that the
company has now expanded beyond the digital world with
no more limitation.
THANK YOU