What's in a name? Big-time brand power, according to Greenfield Online, an Internet market research company. Greenfield recently released a study of dotcom names that define
brand power as brand familiarity, the brand's ability to affect the Web landscape and the brand's perceived financial strength. The company surveyed 3,400 Internet users about
100 names and came up with the conclusion that Microsoft, Amazon, Netscape, AOL and eBay are winning the Web brand battle. Did we really need a study for that?