Google Success Story and Its Brand Performance

If somebody asks you who made a significant change in technology and human knowledge sharing in this decade, the answer should be Google, a big global brand name, both online and offline. Nowadays, people can simply "google" everything, seriously "everything", that they wish to know and take advantage of their different services. However, have you or other Google users ever wondered how Google actually started and what made it become so successful? Are the key factors simply an eco-system for making money, high quality products for free, smart acquisitions and also smart hirings? Anything left?

Last year, I did two presentations about Google within the brand management module in my master's program, discovering Google success story and evaluating the brand in order to explain the success and recommend solutions to boost their brand performance. I want to share them again as they are somehow an interesting way to examine a very popular brand, in the branding perspective, that I think you may want to discover

The first presentation is a brief summary of Google's starting point, their culture and brand identity. The brand success is evaluated and supported by Young & Rubicam model, focusing on its differentiation, relevance, esteem and familiarity.

Google Brand Success

The second  presentation is an analysis and evaluation on Google brand, using Prof. Leslie de Chernatony's brand building model, "From Brand Vision To Brand Evaluation", in order to fully "audit" the brand itself. From that, some ideas for boosting the brand performance are coming after.

Boosting Google Brand Performance

Basically, that's what I learned and discovered one year ago about Google. However, there have been so many changes in the virtual world  recently, therefore, the evaluation should be updated to keep up with the trends. Should any factors be added or  eliminated? Hopefully to receive your updates and opinions about this.

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