google brand success outlook
DESCRIPTION
TRANSCRIPT
Tatarciuc Nadejda
Ha Truong
In-Tsz Chen
Kruti Schah
Arslan Durani
Strategic Brand Management Module, 09.02.2009
Presentation by:
Google Brand Success Story
How it started?
• 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”.
• Google.com was registered as a domain on 15 September 1997
• Google = a play on the word “googol,” a numeral 1 followed by 100 zeros.
• Google’s first headquarters - garage in Menlo Park.
Universal Appeal
• Overcome differences in language
and geography;• “No” – to advertising/promotion , • “Yes” – to WOM/recommendations; • Users – Google’s best advocates;• Free search results, relevance-based;• Brand convention: Excellence of fun + integrity;
Quirky Culture
• September 2002 Engineers are encouraged to spend 20% of their time working on something that is not their main project. Google News started as a 20% time project • For April Fool’s Day 2004 Googlers announced plans to open the Googlunaplex, a new research facility on the Moon.
• 2006-Moma-launch = company-wide intranet. No one knows how Moma got its name, but there are a lot of theories. Image: A café (named after the intranet) at company Mountain View, Calif. campus.
Google’s PhilosophyGoogle’s Philosophy
Korhan Buyukdemirci
Google Corporate Philosophy Statements
Korhan Buyukdemirci
Brand Identity
Y&R ModelY&R Model
• DIFFERENTIATION
- No redundancy – no portal - Flat organizational structure “Engineering-centric”- Integrity, honesty and objectivity
Y&R ModelY&R Model
• RELEVANCE:
- A religion to Google- Cause-and-effect relationship - Personalization of search results- Better algorithms, big data and user experience- Driver of loyalty
Y&R ModelY&R Model
• ESTEEMQualityQuality::- Truly customer centric (engagement and co-creation)- Simplicity- Innovation
PopularityPopularity::- Beginners and experts- Design for the world
Y&R ModelY&R Model
• FAMILIARITY
- Functionality to user - Affiliation- Authentication- Effectiveness - Past Performance
Conclusion
WHY?
Focus on the userContinuous innovation
THANK YOU!!!
By N.Tatarciuc : http://www.linkedin.com/in/nadiatatarciuc
