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Seeking advice regarding company name vs. domain names vs. SEO results and branding when running several web shops legally organized under one company name - the ecommerce solution will be Magento Commerce (CE)

I am seeking paid per hour advice from a specialist in Ecommerce, Magento Commerce (CE) and SEO.

The questions relates to a pre-startup ecommerce business.

It is one company (the legal unit), with several product lines, dived into several branches (just as an example, furnitures, tools, boats).

At least if one are to follow the old marketing school, it is important to build a strong brand name.

The brand name should be the company name, and the name should possibly be distinct, to stand out from the others.

But how much does that apply to a web shop (typically offering a large number of brand products for sale).

For a web shop, it has been considered good to have a generic domain name like [url removed, login to view], [url removed, login to view] or www.boats.com. These very general names – some may define an entire category of business that a company is involved in - are not living up to the idea to use a branded name that stands out from the competitors.

When running a company (small business), even though the different product lines makes it necessary to have a different branding and profile for the web shops, there are many economic reasons for running everything in the backend just under one company.

As for the branding, a typical solution for the company that had three different product lines, will then be to have one webshop for the furnitures, one for the tools and one for the boats. All will have has Good Sales Inc. listed as the actual Seller (contract partner). The website is listed as “[url removed, login to view] © 2013 Good Sales Inc.”. Is this the recommended way to do it? (what is the cost to copyright the domain name, and is it necessary?)

As for the branding, there are at least two possibilities. Each web shop could be branded. [url removed, login to view] (with a logo for just that), or with a logo for Good Sales Inc. as the main brand, but with a slightly different logo that incorporates the [url removed, login to view] as a “division”? What is recommended?

The multi-store concept: I have not seen many stores that use the multi-store concept (offered among other by Magento). Based on the assumption that there are not that many, one could think that the idea to have several web stores under one multi-store system is not as successful after all. What is the fact here?

What are the pro & contras of using a multi-store system?

What are the pro & contras of having several single purpose shops, that legally are organized under one company, instead of on legal construction for each shop?

Please contact me if my questions are not clear, or you need further information to answer my questions.

Thanks!

Skills: Branding, eCommerce, Magento, Marketing, SEO

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