Yahoo to spend $100 mn to promote its brand

"Our vision is to be at the centre of people's online lives - to be at the place where their world meets the larger world," Yahoo said in a statement quoting the company's chief marketing officer Elisa Steele.

"This is much more than an advertising campaign," Steele added. "It's about how Yahoo delivers its promise to the market in everything we do. Our brand strategy shows our commitment to delivering personally relevant online experiences."

According to Yahoo, the promotional campaign will kick off in the on US Sep 28 and in Britain and India on Oct 5. The campaign will be extended to other countries in 2010.

Yahoo's chief executive officer Carol Bartz said earlier that its brand is one of the company's biggest assets.

"In the past few years, we haven't been as clear in showing the world what the Yahoo brand stands for. We're going to change that," she said on the company's official blog in February.