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Google Brand Essay

5728 words - 23 pages

27.4.2013

KATHARINA LEONHARDT 1415505

ASSIGNMENT2 – GOOGLE SERVICE BRAND ANALYSIS: FROM A CUSTOMER PERSPECTIVE

Strategic Brand Management BSNS 7454 | Robert Davis

K a t h a r i n a L e o n h a r d t - B S N S 7 4 5 4 , A 2 |1

EXECUTIVE SUMMARY
When people talk about the internet, they often talk about Google as well. Google made it possible for millions of people to get as much information possible, in a very short time, and what is most important, in a very convenient way.

How did this happen? Google was founded in 1996 by two young students of Stanford University, Larry and Sergey. They managed to build a company with more than 53,000 employees, working in more than 40 ...view middle of the document...

This is just one example of Google’s treasures. Through Google’s multifarious research activities, market share, developments and policies it is likely that they will get us a view through a “googleized” world.

Nevertheless, Google should be aware of its gained power of millions of people and therefore, not take advantage of that at any time.

K a t h a r i n a L e o n h a r d t - B S N S 7 4 5 4 , A 2 |2

TABLE OF CONTENTS
Executive Summary ................................................................................................................................................. 1 1. 2. Introduction.................................................................................................................................................... 3 Google – What is THAT? ................................................................................................................................. 3 2.1 Development of the Business & Brand ......................................................................................................... 3 2.2 Business Model ............................................................................................................................................. 6 3. 4. 5. 6. Brand Experience & Relationship ................................................................................................................... 9 Future Potential............................................................................................................................................ 13 Conclusion .................................................................................................................................................... 15 Bibliography.................................................................................................................................................. 16

K a t h a r i n a L e o n h a r d t - B S N S 7 4 5 4 , A 2 |3

1. INTRODUCTION
Due to the internet, a lot has changed throughout the years: Not only new companies with new business models and ideas were established, but also a whole new industry, an online industry emerged over time.

One outcome is the company Google, which represents success itself: Established by two Stanford students in their dorm room, now worth multibillion of dollars, well-known, used, and admired globally. But how did it become so successful? What is the difference to other traditional brands?

This report’s objective is to answer these questions. Firstly, Google itself is described, with the development and history of the business, brand, and its business model. After that, the brand experience and relationship from a customer perspective is elaborated. The following chapter is picturing possible future potential. A conclusion is provided lastly.

2. GOOGLE – WHAT IS THAT?
2.1 DEVELOPMENT OF THE BUSINESS & BRAND
Back in 1995, Larry Page and Sergey Brin met at Stanford University, disagreeing on almost...

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