Google's brand vision is to provide access to the world's information in one click. Its current brand strategy in key markets is to target the complete population using different products for various segments like B2C, B2B, and all age groups. Google positions itself as an honest and transparent company trying to make information access universal. Internationally, Google uses a global strategy but also employs local strategies in some key markets. Google follows a house of brands architecture but some products like Gmail and YouTube use a free standing brand approach. For future growth, Google is moving more towards a house of brands approach and going local. It is aggressively extending its brands into new products and services and wants to cover the entire globe geographically.

1. IBM Group Assignment
EPGDIB – 2016- 18, Section A, Group 1
Submitted by:
Adil Usman – 02
Atulesh Kumar - 09
Karan Sethi - 12
Tabish Raza - 39
Vaibhav Agarwal - 41

2. Company Chosen
Google
Note: Company chosen is Google and not parent company Alphabet

3. Part 1:
• Brand Vision
• Current Brand Strategy in its key
country markets

4. Brand Vision
“to provide access to the world’s information in one click.”
Brand Current Brand Strategy in its key
country markets
Google reports revenue in following: United States, EMEA, APAC & other Americas. APAC from
future growth is a important segment in which India is a key market given it is blocked in China
Target Segments:
Google is targeting complete population and using different products to reach and penetrate
different target segments including – B2C, B2B; All age groups , personal and commercial use etc.
However, target segments can be divided as Advertisers, Publishers and end customers
Positioning:
Google positions it self as honest, transparent company which is trying make access to
information universal for all. IT positions its product has benefiting customers and partners in
Free for end customers and reasonable / value for price positioning.
Its main positing is around making access to information available to all.
International Brand Strategy:
Google has focused on Global Strategy but of late in some key markets has started using a Glocal
strategy. Ex – Android One, Offline Maps, Light apps etc. It ensures it maintains brand consistency

5. Part 2:
• Current Brand Architecture
• Future brand growth Strategy

6. Current Brand Architecture
Google follows a “House of Brands” Brand architecture type. Example – Google
Search, Google Maps etc
But of late it has started also following Free standing brand approach for some
products: : Gmail, Youtube, Allo etc
Future brand growth Strategy
Google is more and more moving towards a House of brands approach and going
Glocal.
Google is aggressively getting into more and more products and services using Line
extension and brand extension both.
Google is a Pull based brand and that is what it wants to be. They want to cover
entire globe from geographic stand point.
Google although tradionally was focusing on Digital marketing as expansion strategy
has started getting more into ATL strategy to create pull in non internet users and get
into new user segments.