Yahoo is currently undergoing a very large re-branding effort to change how it is perceived. Some reports speculate that the re-brand will be unveiled when the new homepage launches.

News of these efforts was revealed at Yahoo’s first annual meeting under CEO Carol Bartz. Newly announced chief marketing officer Elisa Steele is in charge of this endeavor. San Francisco brand consultant Landor & Associates and a former Young & Rubicam executive, Penny Baldwin, have also been hired for the task.

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The three major search engines seem to have a large cloud of antitrust concerns hanging over them right now. Microsoft has had a long battle of antitrust issues with the European Union and others. Google however, the search engine that everyone loves and that people can never find a fault about, seems to be drawing a lot of attention of late regarding antitrust matters.

First it was the Yahoo-Google advertising deal that was canceled last year as a result of antitrust issues. More recently, Google has been brought into the limelight in reference to its settlement with authors and publishers on electronic rights to out-of-print books.

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Popularity: 14% [?]