Google Brand Analysis

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Information about Google Brand Analysis

Published on November 28, 2008

Author: korhan



Analysis of both Google brand and their service offerings, I have done this presentation as part of my master degree thesis. This presentation includes my personal comments and opinnions about Google and its offerings


GOOGLE’S MISSION organize the worlds information and make it universally accessible and useful `My sister-in-law found her mother after 34 years of searching by using Google. I just thought you’d like to know you helped us find our mom! -- Laurie M.` `I have to tell you thank you! After 12 long years, I have been reunited with my first love via Google. If it were not for your company, I would not have found him so eas- ily. He moved all the way to Germany, and I googled his name about a month ago. His boss has a website, and there is a tiny picture of him on it, with his name. If it was not for that, we would have never reconnected. Thank you over and over and over again! You guys rock! -- Orlena C.`

GOOGLE’S PHILOSOPHY “ focus on the user “ User want the same google search experience in the company as they have Outstanding relevence Simple interface Fast, sub-second response times Leverage tens of millions of testers

HOW IT WORKS 1. The web server sends the query to the index servers. The content inside the index servers is similar to the index in the back 3. The search results are returned to the of a book - it tells which pages contain the user in a fraction of a second. words that match the query. 2. The query travels to the doc servers, which actually retrieve the stored docu- ments. Snippets are generated to describe each search result.

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products For Advertisers: Google AdWords For Web Publishers: Google AdSense Reach people when they are ac- Earn more revenue from your website, tively looking for information about your while providing visitors with a more rewarding products and services online, and send online experience. Google AdSense™ auto- targeted visitors directly to what you are matically delivers text and image ads that are offering. With AdWords cost-per-click precisely targeted to your site and your site pricing, it’s easy to control costs—and content—ads so well-matched, in fact, that you only pay when people click on your your readers will actually find them useful. And ad. when you add Google WebSearch to your site, AdSense delivers targeted ads to your search results pages too. With AdSense you earn more ad revenue with minimal effort—and no additional cost.

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products Google AdWords Google AdSense How You create your ads Your ads appear on Google You attract customers Why Targeted reach Greater control Measurable value Costs Set your budget Avoid guesswork Pay only for results For local businesses Local and regional targeting

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products Google AdWords Google AdSense With Google’s extens� or specialized. And since Google provides the ads, you have no advertiser relationships to maintain. The AdSense pr� so global businesses can display local advertising with no additional effort. And you can use AdSense in many languages.

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products * Maximize your revenue Google AdSense * Make corporate search easier Google Search Appliance and Google Mini * Add search to your site Google WebSearch * Take Google with you Wireless Solutions

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products Google AdSense Google Search Appliance and Google Mini Google WebSearch Wireless Solutions Google search for your business Wouldn’t it be great if search within your company was as easy as search on With Google Enterprise products, you can offer employees simple, fast and secure search across all your information -- including intranets, document and content management systems, file servers, corporate desktops, and business applications like CRM and business intelligence. On your public website, you can provide customers and business partners with the quality search experience they have come to expect from Google. Small Business The Google Mini delivers cost-effective, high-quality search for your public website, intranet, and file servers – and you can be up and running in less than an hour. Supports from 50,000 to 300,000 documents. Medium & Large Business The Google Search Appliance provides robust, scalable and se- cure search across virtually all the information in your company. Google mini *source Starts at $30,000 for search across 500,000 documents.

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products Google AdSense Google Search Appliance and Google Mini Google WebSearch Wireless Solutions Add search to your site Google WebSearch Enable your online visitors to search the web with Google WebSearch. Google indexes billions of pages, images, and documents in hundreds of file types to help people find what they want. And with Google WebSearch, they can find what they want from your website.

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products Google AdSense Google Search Appliance and Google Mini Google WebSearch Wireless Solutions Google Mobile Search Search the Web – At the supermarket and need to find the ingredients for thai curry? Just query “thai curry ingredients” on your phone’s Web browser to search through more than 8 billion pages for the recipe that will wow your taste buds Search Images – Is that an oak tree or an ash tree? Search more than 2 billion images and get the one you need on your phone with Google Image Search. Search the Mobile Web – Access the mobile web which is made up of sites that are specifically designed to fit your phone screen.

GOOGLE’S OFFERINGS Advertising Programs - Business Solutions - Products Alerts Get email updates on the topics of your choice Desktop Search and personalize your computer Blog Search Find blogs on your favorite topics Talk IM and call your friends through your computer Earth Explore the world from your PC Directory Browse the web by topic Froogle Shop for items to buy online and at local stores Groups Create mailing lists and discussion groups Book Search Search the full text of books Picasa Find, edit and share your photos Images Search for images on the web Translate View web pages in other languages Web Search Features Find movies, music, stocks, books, and more Pack A free collection of essential software Finance Business info, news, and interactive charts SketchUp Create 3D models for Google Earth Local Find local businesses and get directions Calendar Organize your schedule and share events with friends Catalogs Search and browse mail-order catalogs Code Download APIs and open source code Checkout Complete online purchases more quickly and securely Maps for mobile View maps and get directions on your phone Maps View maps and get directions Co-op Contribute your expertise and customize the web search experien Video Search TV programs and videos Mobile Use Google on your mobile phone Docs & Spreadsheets Create and share your projects online and access Scholar Search scholarly papers Gmail Fast, searchable email with less spam Specialized Searches Search within specific topics Blogger Share your life online with a blog -- it’s fast, easy, and free Web Search Search over billions of web pages Labs Explore Google’s technology playground News - now with archive searchNew!Search thousands of news stories SMS Use text messaging for quick info Toolbar Add a search box to your browser Web Accelerator Speed up the web

GOOGLE’S OFFERINGS SIMPLICITY 1 Even though Google had quite basic search functions. Google homepage only shows many products Otherwise customer will be confused with the amount of offerings and informations

GOOGLE’S OFFERINGS Self Enhancement Relationships Book Search Blogger Orkut Translate Groups Blog Search Scholar Gmail Mobile Answers SMS Talk Specialized Searches News Alerts “I” Toolbar Co-op Web Accelerator Images Directory Pack Movies Entertainment Information Code Catalogs Checkout Video Labs Local Desktop Calendar Zeitgeist Picasa Maps Music Web Search Ridefinder Earth SketchUp Maps for mobile Finance Docs & Spreadsheets Store Froogle Analytics Adsense Base! Mini Commerce Google puts the user in the center Aaron Marcus & Associates inc. info model 2002

GOOGLE’S OFFERINGS Calendar Book Search Orkut Earth Translate Blog Search Ridefinder Docs & Spreadsheets Code Blogger Checkout News Groups Toolbar Finance Directory Talk Local Scholar Local Gmail Store Answers Co-op Web Search Specialized Zeitgeist Mini Searches Froogle Ridefinder Desktop Alerts Images Mobile Analytics Music Pack Picasa Web Search Movies Labs Maps for mobile Base! Adsense Video SketchUp Maps SMS Web Accelerator Catalogs offline online mobile

GOOGLE 70 20 10 PRODUCT FRAMEWORK %10 Adsense Google Offline Movies %20 Google Enterprise Video CORE Google Google Reader Code Google Talk %70 Book Search Search Gmail AdSense Ad’s Google Google Pack Suggest Google Earth Desktop Search Local Mobile Search Search Wifi Orkut As a core business area Google focus on Search and Ad

GOOGLE ADWORDS PLATFORM Consumer Entertainment Travel Finance Package Goods Local Technology Markets Consumer AdWords Platform Business Technology Services Business Trends Telecomuni- Automotive Healthcare cations

Google expands its Ad business to become common platform for digital Ad’s Print Radio Video TV Direct mail Google Radio Ad example: While you are driving suddenly your radio says that: “Eric you have not eaten today and we are very close to pizza restaurant which is on the next corner” ERIC SCHMIDT 2006, analyst day

GOOGLE AQUISITIONS AQUISITIONS 1 Aquisitions has been the important part of Company re- strategy. To keep updated with fresh ideas. Many of cent Google products came from these solutions; Such as Google earth, maps, orkut etc.

GOOGLE AQUISITIONS 2005 - 2006 * January 2006: Google acquires dMarc Broadcasting, creator and operator of an automated platform that lets advertisers more easily schedule, deliver, and monitor their ads over radio, and radio broadcasters to automate schedules and advertising spots. The purchase price was � * February 2006: Google acquires Measure Map from Adaptive Path. Measure Map is a product to help with Blog analytics. Spearheaded by Jeffrey Veen. * March 2006: Google acquires Upstartle, maker of an online word processing program Writely, which is now called Google Docs & Spreadsheets. * March 2006: Google acquires @Last Software, makers of SketchUp. Using a plugin, SketchUp allows one to place 3D models into Google Earth. * April 2006: Google acquires an advanced text search algorithm from the University of New South Wales in Australia. The algorithm was invented by Ori Allon, an Israeli student. Terms of the deal and purchase price were not disclosed. [18] [19] * August 2006: Google acquires Neven Vision, a company that specializes in biometric identification. This technology will make it easier for Picasa to organize and search for photos. [21] * October 2006: Google acquires hosted wiki site JotSpot. * November 2006: Google acquires online video sharing site YouTube for $1.65 billion in stock.[8] The company will retain its brand. * Mar 2005: Web analytics tools provider Urchin Software Corporation is acquired. Urchin’s technology was used to develop and launch Google Analytics. [9] * May 2005: dodgeball, a social networking software provider for mobile devices, is acquired. [10] * Jul 2005: Google, in combination with Goldman Sachs, and the Hearst Corporation, invests a total of $100 million into Current Communi- cations Group. [11] * Jul 2005: Google announces in its Q2 quarterly conference call that it had acquired Akwan Information Technologies as a part of its plan to open an R&D office and expand its presence into Latin and South America. [12] * Jul 2005: Google acquires Canadian start-up firm Reqwireless, a Web browser and Mobile email software developer for wireless devic- es, as a part of its initiative to develop a version of GMail for the mobile device. [13][14] * Aug 2005: Google acquires Android Inc., a software provider for mobile devices. [15] * Dec 2005: Google pays $1 billion to acquire a 5% stake in Time Warner’s AOL division. [16] source: wikipedia

GOOGLE MOBILE SOLUTIONS 1 “Since there are 1.4 billionthan PC&Mac” users, phone should be better platform mobile phone “We have to reduce number of devices in between us” ERIC SCHMIDT Google has many offering for mobile phone platform and it is increasing recently




GOOGLE MOBILE PRODUCT EXAMPLES Google Earth & VW The prototype enjoys three important advantages over today’s systems. Firstly: the 3-dimensional, photorealistic display of the surrounding area makes intuitive orientation easier for the driver and his passengers. Secondly: important real-time data are fed into the system through a link to the internet. This means that, for example, traffic data and weather reports, but also any other information relevant to planning the journey such as filling stations, their opening times and current fuel prices are available, enhancing comfort, safety and reliability for the journey. Thirdly: a further online link coupled to the search function allows the driver and his passengers to receive specific information about special features en route and at the destination – hotels, restaurants, cinemas and theatres are feasible examples. The driver and his passengers can even receive shopping data, right down to current prices, through the innovative navigation system. All such data is shown on the display. source:

GOOGLE MOBILE PRODUCT EXAMPLES Google Local Example searches Go to a location: kansas city10 market st, san francisco Find a business: hotels near laxpizza Get directions: jfk to 350 5th ave, new yorkseattle to 98109

STRATEGYC EXTENSIONS strategical extensions desktop + mobile global + local general + personalised virtual + physical online + offline

PRODUCT STRATEGY SWISS KNIFE EXAMPLE The effect “multi-fonction pocket knife” (term of Marissa Mayer) is also very important. One can compare the handle of the knife to research on Internet and each tool to one of the services of Google. It is not always very near in term to functions of the knife, but it is always practical! And of course, one prefers a knife very equipped with a traditional knife. On this point however, there are grounds for to discuss. Google gives you what you need, exactly when you need, in the place where you need, source:


GOOGLE COORPORATE PHILOSOPHY Ten things Google has found to be true 1. Focus on the user and all else will follow. 2. It’s best to do one thing really, really well. 3. Fast is better than slow. 4. Democracy on the web works. 5. You don’t need to be at your desk to need an answer. 6. You can make money without doing evil. 7. There’s always more information out there. 8. The need for information crosses all borders. 9. You can be serious without a suit. 10. Great just isn’t good enough.

Googleplex The Googleplex is the Google company headquarters, located at 1600 Amphitheatre Parkway in Mountain View, Santa Clara County, California, near San Jose.Googleplex is a p — in the architectural sense.The interior of the headquarters is furnished with items like shade lamps and giant rubber balls. The lobby contains a piano and a projection of current live Google search queries. It is the former home of computer company Silicon Graphics (SGI). Although relatively short in height, the complex covers an extremely large area.


Googleplex GooglePlex “Life is more than just work” “Working is not only as productive as possible but as pleasent as possible” “Balancing life & work” “We built the place in the way we like” SERGEY BRIN

GOOGLE & INNOVATION MANAGEMENT Google & Innovation TechTalks Tech talks are series of educational talks about different subjects 20% percent (tech stuff) 20% Engineers at Google spend 20 percent of their times onto personal projects. “Does Google have some kind of grand strategic plan for the new products it creates? Virtually everything new seems to come from the 20 percent of their time engineers here are expected to spend on side projects. They certainly don’t come out of the man- agement team.” ERIC SHMIDT 70, 20, 10 (management stuff) Managers spend 70 percent of time on the core business, 20 percent on related projects, and 10 percent on unrelated new businesses. “Larry and Sergey are now operating under 70/20/10 too. They might spend their 70 percent time differently. Sergey, for example, has been looking at new ways of doing search quality, a new math around that. Larry has been pushing for some very new ad models. That would count in the 70 percent.” ERIC SHMIDT

GOOGLE & INNOVATION MANAGEMENT Google Labs has been a showcase for some of their creations, and is a great platform to see what the public likes and dislikes. Recently they have adapted their “labs” to show products that are still in production (or “in the lab”) as com- pared to those products and services which are ready to ship (“graduated from the labs”) - although some of these graduates, confusingly, remain in beta.

GOOGLE & DESIGN EXPERIENCE LOGO & NAME 10 100 is a play on the word googol, which refers to the number represented by the numeral 1 followed by 100 zeros. Google’s use of the term reflects the company’s mission to organize the immense, seemingly infinite amount of information available on the web.

GOOGLE & DESIGN EXPERIENCE COLOURS Google logo uses primary colors (red, yellow, blue) and green color mixture of yellow and blue. This colors are mostly used in toys and products for kids.

GOOGLE & DESIGN EXPERIENCE WEB EXPERIENCE Google search has one of the best user experience among search engines. It is very simplistic clean interface makes seach very easy. Since everything is measurable in search business, Google improves its interface regarding to those user ex- peri� user interface. interface is very intuitive



GOOGLE & DESIGN EXPERIENCE UI design sponsored links search results


GOOGLE & DESIGN EXPERIENCE UI design hint sponsored links search results sponsored links


GOOGLE & DESIGN EXPERIENCE UI design search hints yahoo links search results

Evalution of search engine interface Google & Yahoo (1996 - 2006)

GOOGLE & DESIGN EXPERIENCE UI design - personalisation

GOOGLE & DESIGN EXPERIENCE UI design - SearchMash project is a search site owned by google inc. where google makes user research about new user inter- face design possibilities and search experiences

GOOGLE & DESIGN EXPERIENCE Holiday Logos GOOGLE DOODLES - HOLIDAY LOGOS As to be close to the society emotionally Google changes its logo to remind holi- days and important dates


GOOGLE & DESIGN EXPERIENCE Holiday Logos Happy Halloween - Google’s 8th Birthday - independence Day - World Cup 2006 - sir Arthur Conan Doyle’s Birthday - Mother’s Day - Persian New Year - Happy St. Patrick’s Day Birthday of Percival Lowell - Winter Games: Torino 2006 - Lunar New Year - 250th Birthday of Wolfgang Amadeus Mozart - Martin Luther King Day - Louis Braille’s Birthday - Anniversary of Lunar Landing Happy Father’s Day Leonardo da Vinci’s Birthday Google celebrates Vincent van Gogh’s Birthday

GOOGLE & DESIGN EXPERIENCE Airport experience airport experience

GOOGLE & DESIGN EXPERIENCE Airport experience Google Space, at Terminal One of London’s Heathrow airport, will allow people to log onto the net and check e-mail while they wait for flights. For Google, the space will be used to test its myriad product launches on the public. “We see it as a huge focus group,” said Lorraine Twohill, Google’s European director of marketing. “For many of our users, we have always been something in their computers and they have never actually met us,” she said. (SOURCE:HTTP://NEWS.BBC.CO.UK/1/HI/TECHNOLOGY/4463634.STM)


GOOGLE & DESIGN EXPERIENCE Online Store Accessories Fun Kids Office Wearables Software Google Mini

GOOGLE & DESIGN EXPERIENCE Google Blog Google Blog äs the place where google anounces regular news about its product it is kind of person keeping blog regularly, humanizing the brand

1 Playfullnes is one of theGoogle uses emotional brand- many Google offerings. keywords we could see in ing very successfuly

GOOGLE & DESIGN EXPERIENCE Emotional Design April Fool’s Day jokes Google has a tradition of creating April Fool’s Day jokes - such as Google MentalPlex, which allegedly featured the i am feeling lucky button to make people use of mental power to search the web. believe that there is somebody behind In 2002, they claimed that pigeons were screen and add more playfullnes to the secret behind their growing search search engine. In 2004, they featured Google Lunar (which claimed to feature jobs on the moon) and in 2005, a fictitious brain- boosting drink, termed Google Gulp was announced. In 2006 they came up with Google Romance google baby diapers:) Some searches return multiple pages, so Google modifies its logo accord- ingly: when i performed a search on hte phrase “emotion and design” i got ten pages of results. Google streched its logo to put 10 “O”s in its name, providing some fun while also being informative when the bosses wanted to head out of and best of all non-intrusive. “EMOTIONAL through changing its logo through some Silicon Valley, and, along with thousands DESIGN. DONALD NORMAN” important dates in the world Google cre- of others in the Black Rock Desert, set ates strong emotional relations with the a 52-foot high wooden man on fire. So, society- Last year they have had an logo when the founders of Google, Larry `My sister-in-law found her mother competition in primary schools. The win- Page and Sergey Brin, left town for the after 34 years of searching by using Google. ning logo from 11 years old girl has been annual Burning Man Festival, they asked I just thought you’d like to know you helped their webmaster to edit their web site us find our mom! -- Laurie M. put on google global search page. logo.

GOOGLE SUMMARIES: GOOGLE SUCCESS FACTORS Successfull Innovation Management: %20 percent time, 70-20-10, googleplex, techtalks Successfull Emotional Branding: Playfullnes, Fun *such as aprıl fool jokes Continuous User Research: Real time user studies *googleLab SwissArmy Knife model: Give users what they want when they want Best Search experience: Simplistic, intuitive interface: Google does not want to show too much info on website not to confuse customers. Best search engine.Fast, relavant results.

GOOGLE PRIVACY ISSUES Evil & Angel Assuming Schmidt uses his company’s services, someone with access to Google’s databases could find out what he writes in his e-mails and to whom he sends them, where he shops online or even what restaurants he’s located via online maps. Like so many other Google users, his virtual life has been meticu- lously recorded. The fear, of course, is that hackers, zealous government investigators, or even a Google insider who falls short of the company’s ethics standards could abuse that information. Google, some worry, is amassing a tempting record of personal information, and the onus is on the Mountain View, Calif., company to keep that information under wraps. What Google knows about you Google can’t make promises about what it will or won’t do with the data in the future or state explicitly how it uses the information, but executives there do • Gmail -- The e-mail service offers two giga- believe their privacy policy provides adequate assurances to calm consumers’ bytes of free storage and scans the content of fears. messages to serve up context-related ads. Google’s privacy policy says it may share information submitted under a Google • Cookies -- Google uses cookies, which are account service “among all of our services in order to provide you with a seam- commonly used to link individual users with less experience and to improve the quality of our services.” Google representa- activities. tives wouldn’t elaborate on what that means. • Desktop Search -- Google’s Desktop Search Gmail users can delete messages, but the process isn’t intuitive. Deletion takes lets users easily search files stored on their multiple steps to accomplish and it takes an undetermined period of time to de- computer. lete the messages from all the Google servers that may have a copy of it, Wong said. • Web Accelerator -- The application speeds Web surfing by storing cached copies of Web Another complaint is that Google uses cookies--tiny tracking tags used by most pages you’ve visited; those page requests Web sites to link a specific user with his or her activities--that expire in 2038. can include personal information. “Although Google said that it does not cross-reference the cookies, nothing is stopping them from doing so at any time,” Hoofnagle said in his testimony

GOOGLE FUTURE Google Online Spreadsheets | Word Processer | Calender integrated with Gmail OS ...“Operating system” based on the Web (“WebOS”) will work. There are three main parts to the system: • The We� the user views content, performs services, and manages data on their local machine and on the Web, often without even knowing the difference. Something like Firefox, Safari, or IE...ideally browser agnostic. • Web applications of the sort we’re all familiar with: Gmail, Flickr, and Bloglines, as well as other applications that are making the Web an ever richer environment for getting stuff done. • A local Web server to handle the data delivery and content display from the local machine to the browser. This local server will likely be highly optimized for its task, but would be capable of running locally installed Web applications (e.g. a local copy of Gmail and all its associated data).”... ...* A Web version of iTunes. Just like the desktop version of iTunes, except in the browser. Manages/plays audio files stored locally, with an option to back them up on the server (using .Mac or similar) as well. iTunes already utilizes information from the Internet so well (Web radio, podcasting iTMS, CDDB, etc.) that it’s easy to imagine it as a Web app. (And why stop at would work equally as well.) * Flickr. Manage image files locally and on Flickr’s server in the browser. You could even do some rudimentary photo manipulation (brightness, contrast, red-eye � plane ride home and they automatically sync when you next connect to the Internet...

GOOGLE FUTURE Future Theory . Google wants to destroy all the carriers. In this view, Google’s main priority is to take over the transport of content and information, rather than just organizing it. Every company that distributes content and information -- phone companies, television networks, cable companies, and so on -- is a target as Google seeks to deliver everything through the Internet. The prime exhibit in this theory is Google’s purchase of dark fiber resources. Combine that with Google’s ex- periments around video downloading and Google Talk, and you can draw a scenario in which Google uses the Internet to take down all of the middlemen who carry all of our entertainment, information, and communication. (

GOOGLE FUTURE Get lost? Do you? Well, yet another bright young designer from the U.K is developing a system that will have tag and name exactly what your staring at. Google Vision is a conceptual product developed by Callum Peden, for the worlds favorite search engine. The product provides the user with a truly unique information hub by combining GPS, OLED technology and advanced image recognition in the form of a retractable screen device. The Global Positioning System will see the end of wondering the streets asking for directions and the small roller ball will allow for easy navigation of the flexible screen. Brilliant for identifying landmarks whilst on holidays, Google vision acts as a personal; tour guide. As well as this, advanced image recognition will mean Google Vision can target well known landmarks. Then using the increased coverage of wireless internet, provide the user with information on their sur- roundings wherever they may be. (

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