Brand Building Model

ENVISIONED FUTURE: Digitalisation Going green VALUES: - Easy to use - Innovation - Collaboration PURPOSE: Provide fast and accurate results - Easily accessible Vision Organizing the World’s Information Brand Vision

ENVISIONED FUTURE:

Digitalisation

Going green

PURPOSE:

Provide fast and

accurate results

- Easily accessible

Brand Objectives LONG TERM: Market domination Innovation Product development Universal search tool Communities and content SHORT TERM: World’s top AI research laboratory Advanced spam filter (20 top languages) Pushing the ad system Tools accessible everywhere

LONG TERM:

Market domination

Innovation

Product development

Universal search tool

Communities and content

SHORT TERM:

World’s top AI research laboratory

Advanced spam filter (20 top languages)

Pushing the ad system

Tools accessible everywhere

Brand Essence ATTRIBUTE : BENEFIT: EMOTIONAL REWARD: VALUE: PERSONALITY : Friendly Functional Clear Touch of fun Excitement Imaginative Exclusive Reliable Safe Borderless Innovator Relevance Fulfilment Ease-at-use Achiever

Brand Audit - Corporation “ Being yourself”- a job requirement Flexible environment (family programs, mothers’ rooms) Diversity is Google’s DNA Inclusion is fundamental Local approach Sam’s 1 st working day at Google

“ Being yourself”- a job requirement

Flexible environment

(family programs, mothers’ rooms)

Diversity is Google’s DNA

Inclusion is fundamental

Local approach

Brand Audit – Marketing Environment POLITICAL Censorship in some countries SOCIO-CULTURAL Weak presence in the social networking domain Culture barriers when entering new markets ECONOMICAL Stock market growth Global economic downturn Dependence on the US market TECHNOLOGICAL Set trends in search, internet direct advertising, and portable applications Lack of product integration Privacy issue

POLITICAL

Censorship in some countries

SOCIO-CULTURAL

Weak presence in the social networking domain

Culture barriers when entering new markets

ECONOMICAL

Stock market growth

Global economic downturn

Dependence on the US market

TECHNOLOGICAL

Set trends in search, internet direct advertising, and portable applications

Lack of product integration

Privacy issue

Brand Audit - Distributors Internal distribution centres Few external distributors Reduce cost Digital storage of data-collection Speedy and secure data exchange

Internal distribution centres

Few external distributors

Reduce cost

Digital storage of data-collection

Speedy and secure data exchange

PUSH PUSH PULL Overload content Monetizing first Mainly focus on B2B Lack of brand balance Declining brand equity Innovator Monetizing first Lack of brand balance (software, entertaining, online) Lack of focus Innovator • Solution first • Simplicity Time-saver • Products for any needs Going global Brand Audit - Competitors

Overload content

Monetizing first

Mainly focus on B2B

Lack of brand balance

Declining brand equity

Innovator

Monetizing first

Lack of brand balance (software, entertaining, online)

Lack of focus

Innovator • Solution first • Simplicity

Time-saver • Products for any needs

Going global

Brand Audit - Consumers Social networking domain Communication of new products launch Click fraud and invalid clicks

Social networking domain

Communication of

new products launch

Click fraud and invalid clicks

Brand boosting strategy

Brand boosting strategy USER EXPERIENCE AND COMMUNITY Enhance sharing and searching function in current services Develop social networking service (e.g. Improve Orkut) Customization – Edit functions ( e.g. Develop personal channels)

USER EXPERIENCE AND COMMUNITY

Enhance sharing and searching

function in current services

Develop social networking

service (e.g. Improve Orkut)

Customization – Edit functions

( e.g. Develop personal channels)

Brand boosting strategy PRODUCT INTEGRATION Connect current products to increase awareness (e.g. Picassa into Orkut) Integration sequence Customized product integration path (e.g. Consumers choose)

PRODUCT INTEGRATION

Connect current products

to increase awareness

(e.g. Picassa into Orkut)

Integration sequence

Customized product

integration path

(e.g. Consumers choose)

Brand boosting strategy TARGETED COMMUNICATIONS Contextual targeting Focusing on new product launching stage Boosting Google Ad Strategies (mobile)

TARGETED COMMUNICATIONS

Contextual targeting

Focusing on new product

launching stage

Boosting Google Ad Strategies

(mobile)

Brand boosting strategy THINK GLOBAL, ACT LOCAL Market research Understand the local culture Invest in local branches

THINK GLOBAL, ACT LOCAL

Market research

Understand the local culture

Invest in local branches

“ Cooking” Pie Strategic Brand Management Module, Prof. Leslie de Chernatony, MSc Marketing Communications Using “cooking” ingredients: think global, act local, targeting and content integration

THANK YOU!!! By N.Tatarciuc : http://www.linkedin.com/in/nadiatatarciuc

THANK YOU!!!