Google Brand Success

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A brief story about the starting point of Google and factors contributing. Brand evaluation is supported by Young & Rubicam model.

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  • Hello Sir, Greeting. I am a MBA student East West University, Bangladesh. You have a nice presentation here and I need this presentation for my learning purpose. Would you please send one of the copy of this presentation to my e-mail (fakhrul.shajib@gmail.com) Thanking you
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Google Brand Success

  1. 1. Ha Truong Tatarciuc Nadejda In-Tsz Chen Kruti Schah Arslan Durani Strategic Brand Management Module, 09.02.2009 Presentation by: Google Brand Success Story
  2. 4. How it started? <ul><li>Initial quirky idea : Larry Page said to his Uni supervisor that “ Downloading the entire world web into 1 computer will take no longer than a week ”. </li></ul><ul><li>Google.com was registered as a domain on 15 September 1997 </li></ul><ul><li>Google = a play on the word “googol,” a numeral 1 followed by 100 zeros. </li></ul><ul><li>Google’s first headquarters - garage in Menlo Park. </li></ul>
  3. 5. Universal Appeal <ul><li>Overcome differences in language </li></ul><ul><li>and geography; </li></ul><ul><li>“ No ” – to advertising/promotion , </li></ul><ul><li>“ Yes ” – to WOM/recommendations; </li></ul><ul><li>Users – Google’s best advocates; </li></ul><ul><li>Free search results, relevance-based; </li></ul><ul><li>Brand convention: </li></ul><ul><li>Excellence of fun + integrity; </li></ul>
  4. 6. Quirky Culture <ul><li>September 2002 Engineers are encouraged to </li></ul><ul><li>spend 20% of their time working on something </li></ul><ul><li>that is not their main project. </li></ul><ul><li>Google News started as a 20% time project </li></ul><ul><li>For April Fool’s Day 2004 Googlers announced </li></ul><ul><li>plans to open the Googlunaplex , a new </li></ul><ul><li>research facility on the Moon. </li></ul><ul><li>2006 - Moma-launch = company-wide intranet. </li></ul><ul><li>No one knows how Moma got its name, </li></ul><ul><li>but there are a lot of theories. Image: A café </li></ul><ul><li>(named after the intranet) at company </li></ul><ul><li>Mountain View, Calif. campus. </li></ul>
  5. 7. Google’s Philosophy Korhan Buyukdemirci
  6. 8. Google Corporate Philosophy Statements Korhan Buyukdemirci
  7. 9. Brand Identity
  8. 10. Y&R Model - Differentiation <ul><li>DIFFERENTIATION </li></ul><ul><li>No redundancy – no portal </li></ul><ul><li>Flat organizational structure </li></ul><ul><li>“ Engineering-centric” </li></ul><ul><li>Integrity, honesty and </li></ul><ul><li>objectivity </li></ul>
  9. 11. Y&R Model - Relevance <ul><li>RELEVANCE : </li></ul><ul><li>A religion to Google </li></ul><ul><li>C ause-and-effect relationship </li></ul><ul><li>Personalization of search results </li></ul><ul><li>Better algorithms, big data and user </li></ul><ul><li>experience </li></ul><ul><li>Driver of loyalty </li></ul>
  10. 12. Y&R Model - Esteem <ul><li>ESTEEM </li></ul><ul><li>Quality : </li></ul><ul><li>Truly customer centric </li></ul><ul><li>(engagement and co-creation) </li></ul><ul><li>Simplicity </li></ul><ul><li>Innovation </li></ul><ul><li>Popularity : </li></ul><ul><li>Beginners and experts </li></ul><ul><li>Design for the world </li></ul>
  11. 13. Y&R Model - Familiarity <ul><li>FAMILIARITY </li></ul><ul><li>- Functionality to user </li></ul><ul><li>- Affiliation </li></ul><ul><li>- Authentication </li></ul><ul><li>- Effectiveness </li></ul><ul><li>- Past Performance </li></ul>
  12. 14. Conclusion <ul><li>W H Y ? </li></ul><ul><li>Focus on the user </li></ul><ul><li>Continuous innovation </li></ul>
  13. 15. <ul><li>THANK YOU!!! </li></ul>By Ha Truong: http:// www.thedigiwave.com/

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