Google Brand Boosting Strategies


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  • Thank you Tom. The presentation is indeed the result of our group research on Google brand, for Strategic Brand Management module. We've consulted existing marketing materials (AdAge, Forrester, Nielsen, AdWeek, comScore, etc.) where Google proved to be an open-source brand, which is constantly looking for service improvements and consumers' insights (e.g.Project 10^100 - receiving over 150 000 ideas in more than 25 languages, competing for further investment, etc). However, as compared to Yahoo and Microsoft, Google's approach to advertising was a long-term 'pull' attitude, rather than a more intense services' exposure from both advertisers. I believe that customer experience should be key to search brands. Also, product integration is necessary for an organic, context-based product/service exposure.
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  • Very nice work. How much of this is founded in you views vs. what you were able to find elsewhere? Given your views, what would you recommend that Google improve on or that Microsoft or Yahoo start doing?
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  • Thank you very much for your comments!!! I appreciate your views and suggestions
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Google Brand Boosting Strategies

  1. 3. Brand Building Model
  2. 4. <ul><li>ENVISIONED FUTURE: </li></ul><ul><li>Digitalisation </li></ul><ul><li>Going green </li></ul>VALUES: - Easy to use - Innovation - Collaboration <ul><li>PURPOSE: </li></ul><ul><li>Provide fast and </li></ul><ul><li>accurate results </li></ul><ul><li>- Easily accessible </li></ul>Vision Organizing the World’s Information Brand Vision
  3. 5. Brand Objectives <ul><li>LONG TERM: </li></ul><ul><li>Market domination </li></ul><ul><li>Innovation </li></ul><ul><li>Product development </li></ul><ul><li>Universal search tool </li></ul><ul><li>Communities and content </li></ul><ul><li>SHORT TERM: </li></ul><ul><li>World’s top AI research laboratory </li></ul><ul><li>Advanced spam filter (20 top languages) </li></ul><ul><li>Pushing the ad system </li></ul><ul><li>Tools accessible everywhere </li></ul>
  4. 6. 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
  5. 7. Brand Audit - Corporation <ul><li>“ Being yourself”- a job requirement </li></ul><ul><li>Flexible environment </li></ul><ul><li>(family programs, mothers’ rooms) </li></ul><ul><li>  Diversity is Google’s DNA </li></ul><ul><li>Inclusion is fundamental </li></ul><ul><li>Local approach </li></ul>Sam’s 1 st working day at Google
  6. 8. Brand Audit – Marketing Environment <ul><li>POLITICAL </li></ul><ul><li>Censorship in some countries </li></ul><ul><li>SOCIO-CULTURAL </li></ul><ul><li>Weak presence in the social networking domain </li></ul><ul><li>Culture barriers when entering new markets </li></ul><ul><li>ECONOMICAL </li></ul><ul><li>Stock market growth </li></ul><ul><li>Global economic downturn </li></ul><ul><li>Dependence on the US market </li></ul><ul><li>TECHNOLOGICAL </li></ul><ul><li>Set trends in search, internet direct advertising, and portable applications </li></ul><ul><li>Lack of product integration </li></ul><ul><li>Privacy issue </li></ul>
  7. 9. Brand Audit - Distributors <ul><li>Internal distribution centres </li></ul><ul><li>Few external distributors </li></ul><ul><li>Reduce cost </li></ul><ul><li>Digital storage of data-collection </li></ul><ul><li>Speedy and secure data exchange </li></ul>
  8. 10. PUSH PUSH PULL <ul><li>Overload content </li></ul><ul><li>Monetizing first </li></ul><ul><li>Mainly focus on B2B </li></ul><ul><li>Lack of brand balance </li></ul><ul><li>Declining brand equity </li></ul><ul><li>Innovator </li></ul><ul><li>Monetizing first </li></ul><ul><li>Lack of brand balance (software, entertaining, online) </li></ul><ul><li>Lack of focus </li></ul><ul><li>Innovator • Solution first • Simplicity </li></ul><ul><li>Time-saver • Products for any needs </li></ul><ul><li>Going global </li></ul>Brand Audit - Competitors
  9. 11. Brand Audit - Consumers <ul><li>Social networking domain </li></ul><ul><li>Communication of </li></ul><ul><li>new products launch </li></ul><ul><li>Click fraud and invalid clicks </li></ul>
  10. 12. Brand boosting strategy
  11. 13. Brand boosting strategy <ul><li>USER EXPERIENCE AND COMMUNITY </li></ul><ul><li>Enhance sharing and searching </li></ul><ul><li>function in current services </li></ul><ul><li>Develop social networking </li></ul><ul><li>service (e.g. Improve Orkut) </li></ul><ul><li>Customization – Edit functions </li></ul><ul><li>( e.g. Develop personal channels) </li></ul>
  12. 14. Brand boosting strategy <ul><li>PRODUCT INTEGRATION </li></ul><ul><li>Connect current products </li></ul><ul><li>to increase awareness </li></ul><ul><li>(e.g. Picassa into Orkut) </li></ul><ul><li>Integration sequence </li></ul><ul><li>Customized product </li></ul><ul><li>integration path </li></ul><ul><li>(e.g. Consumers choose) </li></ul>
  13. 15. Brand boosting strategy <ul><li>TARGETED COMMUNICATIONS </li></ul><ul><li>Contextual targeting </li></ul><ul><li>Focusing on new product </li></ul><ul><li>launching stage </li></ul><ul><li>Boosting Google Ad Strategies </li></ul><ul><li>(mobile) </li></ul>
  14. 16. Brand boosting strategy <ul><li>THINK GLOBAL, ACT LOCAL </li></ul><ul><li>Market research </li></ul><ul><li>Understand the local culture </li></ul><ul><li>Invest in local branches </li></ul>
  15. 19. “ Cooking” Pie Strategic Brand Management Module, Prof. Leslie de Chernatony, MSc Marketing Communications Using “cooking” ingredients: think global, act local, targeting and content integration
  16. 20. <ul><li>THANK YOU!!! </li></ul>By N.Tatarciuc :