Many organizations or companies have a reputation for producing a certain good or performing a certain service. However, some organizations become more well known for their services than others. This allows for the formation of a brand. The brand allows for an increase in loyalty for the designated organization in comparison to its competitors. Ultimately, brands are generally more popular than their alternatives due to having a better reputation when compared to other companies that produce a similar service or product.
One example of a company that holds a household brand name is Google. There are many search engines on the internet such as Ask, Yahoo, and Bing. However, Google is the most dominant search engine. Essentially, there was a reputation that Google provided the best search results and thus, word got around about this and everyone started using Google search engine. Google's reputation expanded on to become a brand when people started associating internet searches with Google itself. People began to refer to these internet searches as Google. In other words, Google essentially became a verb synonymous with the act of searching the internet.
Essentially, Google search engine provided free services that were useful and generated its revenue from advertising. Already having established a strong reputation and becoming a household brand due to providing the best quality search engine, Google was ultimately able to expand into other markets such as email and was able to buy out and acquire other organizations under its name such as Android which was initially backed by Google. Ultimately, these ventures were successful due to Google's reputation for producing high quality search results. This allowed for Google to have a strong loyal support base from people all around the world. Since people trusted Google before they continued to trust the other products and services Google provided. Basically, Google's reputation for providing high quality searches carried over to its product which further strengthened its reputation and brand. Ultimately, it is conclusive that to have a reputation, an organization has to make itself known for its services. While having a brand requires being the best producer of this service.
One example of a company that holds a household brand name is Google. There are many search engines on the internet such as Ask, Yahoo, and Bing. However, Google is the most dominant search engine. Essentially, there was a reputation that Google provided the best search results and thus, word got around about this and everyone started using Google search engine. Google's reputation expanded on to become a brand when people started associating internet searches with Google itself. People began to refer to these internet searches as Google. In other words, Google essentially became a verb synonymous with the act of searching the internet.
Essentially, Google search engine provided free services that were useful and generated its revenue from advertising. Already having established a strong reputation and becoming a household brand due to providing the best quality search engine, Google was ultimately able to expand into other markets such as email and was able to buy out and acquire other organizations under its name such as Android which was initially backed by Google. Ultimately, these ventures were successful due to Google's reputation for producing high quality search results. This allowed for Google to have a strong loyal support base from people all around the world. Since people trusted Google before they continued to trust the other products and services Google provided. Basically, Google's reputation for providing high quality searches carried over to its product which further strengthened its reputation and brand. Ultimately, it is conclusive that to have a reputation, an organization has to make itself known for its services. While having a brand requires being the best producer of this service.
I think there is an important part of the story that you didn't discuss. This relates to the collection of profile information about the individual based on the searches that the individual makes. Google pioneered the use of profile information so that search and advertising became complementary business lines. Ads would be tailored for individuals (and perhaps search results would as well, though of this I'm less certain). In this was way Google became a pioneer of a notion known as "mass customization."
ReplyDeleteGoogle also did other things early on to trump the competition. For example, when Gmail was first offered, Hotmail had been around for some time. Gmail offered what seemed like a gigantic amount of storage and that coupled with some other easy to use features allowed Google to overtake Microsoft in that area. They may no longer view Microsoft as the primary competitor, but there is no doubt when Google was in their takeoff phase, that's the company they went after.
Why do you think the Google brand has not been as successful in promoting Google Plus? What are the limits of a brand?
ReplyDeleteGoogle managed to cater to its audience through customization. Further, Google managed to strengthen its reputation by offering more of an incentive to switch over through the availability of more storage space. Ultimately, both of these perks were aimed at boosting Google's reputation of providing high quality services and strengthening the brand as a whole.
ReplyDeleteOn the other hand, Google Plus may not have been so successful or as well promoted due to the social media market being filled with brands that have a stronger presence such as Facebook which has a primary focus on social media as opposed to Google which has spread itself in many directions.