Google brand management

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Google brand management

  1. 1. Brand Management - 12/04/2011 <br />ElodieBrodin – Isabel FausFerrer – Maria Medina – Benjamin Perraut<br />
  2. 2. 1- Presentation of Google<br />2- Analysis of the market position<br />3- The strategy of the brand<br />4- Prediction for the future<br />
  3. 3.
  4. 4. <ul><li> 1996: Larry Page and Sergei Brin built the search engine called “BackRub”
  5. 5. 1998: Formalization of the company
  6. 6. “Googol”: mathematical term for a 1 followed by 100 zeros
  7. 7. Doodles (Holidays and events logos): Google founders Larry and Sergey played with the corporate logo to indicate their attendance at the Burning Man festival in the Nevada desert.</li></li></ul><li><ul><li>2000: became the world’s largest search engine
  8. 8. 2001 (August): Dr. Eric Schmidt joined Google as the CEO</li></li></ul><li><ul><li>2003: acquired Pyra Labs and became the home for bloggers, a leading provider of services for personal webpages called Blogs
  9. 9. 2004: Acquisitions of Picasa (a platform to organize, manage and share pictures) and Keyhole (a digital and satellite mapping company)</li></li></ul><li>
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16. <ul><li>Google ventures: the venture capital arm of Google inc. It is a team of investors, entrepreneurs, and specialists who believe in the power of great companies to change the world.
  17. 17. Green initiatives: At Google, sustainability is a core value that comes directly from the founders, and they believe being green makes business sense
  18. 18. Google.org: The philanthropic arm of Google inc. Google.org uses Google‘s strengths in information and technology to build products and advocate for policies that address global challenges.</li></ul>initiatives<br />
  19. 19. <ul><li>Political
  20. 20. Economical
  21. 21. Stock marketgrowth
  22. 22. Sociocultural
  23. 23. Google tendstonothave a «face» forcustomers
  24. 24. Technological
  25. 25. Set trends in search, internet directadvertising, and portable applications
  26. 26. Innovate web applications
  27. 27. Environmental
  28. 28. Legal
  29. 29. ClickFraud
  30. 30. Google «bombing»
  31. 31. DOJ requestedsearch histories; Google wenttocourt
  32. 32. Battleon «Net Neutrality»</li></li></ul><li>
  33. 33.
  34. 34. Apple<br />Microsoft<br />Amazon<br />Facebook<br />Twitter<br />Mozzilla<br />Yahoo<br />Cisco<br />IBM<br /> Nokia<br />
  35. 35. Speed<br />Accuracy<br />Objectivity<br />Ease of use<br />LessPopup<br />LessSpam<br />Huge Storage<br />
  36. 36.
  37. 37. <ul><li>Google has been subject to copyright infringement claims
  38. 38. Google is increasingly subject to antitrust suits</li></li></ul><li>- Google set up processes to attract and motivate employees <br />- Operationalinfrastructure and processes are keyto Google<br />Google´s 80/20 rule allowedtodevelopmanyproducts:<br />- Top managementiskeytoGoogle´sstrategy<br />
  39. 39. Most of 54 Google´s acquisitions were successful<br />In the future, Google could face some serious issues acquiring companies<br />Google alreadyhadsomedifficultiescontrollingstrategicpoints of entry:<br />
  40. 40. <ul><li>Recently, several Google products experimentes serious interruptions or failures:
  41. 41. Everyday, concerns are expressed about Google´s practices regarding the use of personal information
  42. 42. Google is outsourcing its R&D to independent communities</li></li></ul><li>
  43. 43. Reflects “Whimsy and Fun”<br />Simplicity of logo<br />Simplicity of Search Engine<br />Round image<br />Approachable<br />Friendly<br />Great Concept<br />Relevant Name<br />High User Loyalty<br />Great logo<br />
  44. 44. VALUE:<br />Ease-at-use<br />Borderless<br />Imaginative<br />PERSONALITY:<br />Exclusive<br />Innovator<br />BENEFIT:<br />Pioneer<br />Touch of fun<br />Relevance<br />Reliable <br />EMOTIONAL REWARD:<br />ATTRIBUTE:<br />Functional<br />Excitement<br />Friendly<br />Fulfilment<br />Clear<br />Safe<br />
  45. 45.
  46. 46. Martin Luther King Jr. Day<br />50th Anniversary of Understanding DNA<br />25th Anniversary of Tetris<br />Leonardo Da Vinci'sBirthday<br />Doodle 4 Google competition students<br />20th Anniversary of the Fall of the Berlin Wall <br />
  47. 47. International Day of Francophonie<br />St. Patrick's Day<br />50th Anniversary of the LEGO Brick<br />Louis Braille'sBirthday<br />Happy April Fools <br />Winter Olympics - Ice Hockey <br />
  48. 48. Polish Independence Day.<br />50th Anniversary of JFK's Inaugural <br />AsterixComic's 50th Anniversary<br />Michael Jackson'sBirthday <br />E.C. Segar's Birthday - Popeye <br />PAC Man's 30th Anniversary Doodle <br />
  49. 49. New way of interaction between Google and the users .<br />
  50. 50.
  51. 51.
  52. 52.
  53. 53.  YouTube was totally relooked for the April Fools’ “100th birthday”journey into what YouTube might have looked like in 1911, if YouTube or the Internet existed back then.<br />
  54. 54. Google is a brand which does not hesitate to break up his logo, to reconstruct it, to use his visual identity to converse better with the consumer<br />
  55. 55.
  56. 56. -He’ll return Google to the start-up’s spirit .<br /> -He’ll eliminate middle management and put engineers in control of the company (reactive et innovative) .<br />
  57. 57.
  58. 58.
  59. 59. Acquisitionofothercompanies<br />Improvepresentproducts<br />E.g. Gmail Drive<br />Newsearchstrategies<br />customizationfeatures<br /> multimedia search<br />voiceportals… <br />“ Green” <br />
  60. 60. Acquisition of other companies<br />
  61. 61. Improvepresentproducts<br />E.g. Gmail Drive<br />
  62. 62. New search strategies<br />
  63. 63. Green<br /> “ “<br />INITIATIVES:<br />* Greenoperations<br /> * Greenproducts<br /> * Cleanenergyinvestments<br /> * Buildingawareness<br />
  64. 64. InterestTargetingon GCN<br />Retargeting<br />Search<br /> Google services<br />Advertising Exchange<br /> Data Exchange <br />
  65. 65. THANKYOUFOR YOUR ATTENTION<br />

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