Google Branding Strategy
The “don’t be evil” Google enjoys an immaculate branding strategy which has proven to be one of the most brilliant and effective branding strategies ever witnessed. Google has an unsullied image that sparkles cleaner than Coca Cola, Pepsi, Ford, Gap and AT&T combined. Just a few months back, Google beat out Starbucks, Apple Computer, and Coca Cola to claim BrandChannel.com's Brand of the Year title. A recent study by Brand Keys revealed the obvious: Google is #1 of all Internet brands for brand loyalty. If you've ever been online, the irrational and almost fanatic brand loyalty of Google fans is hard to miss. One can only imagine if given the choice between GoogleGuy and Jesus Christ today, we would most likely be mourning the loss of The Nazarene again. When critics do question the moral superiority of Google, the Google groupies rush to defend their icon of all that is pure and good, saying "Google is completely objective" and "Google is a shining star," and quoting the Google doctrine, "PageRank - and Google - is the democracy of the web." Integrity
Google's complex, automated methods make human tampering with our results extremely difficult. And though we do run relevant ads above and next to our results, Google does not sell placement within the results themselves (i.e., no one can buy a higher PageRank). A Google search was an easy, honest and objective way to find high-quality websites with information relevant to your search. Co-Branding Google & Democracy
Compaq builds credibility with consumers by co-branding products with the Intel and Microsoft logo. The brand Dodge at one point was nothing more than a punch line; the brand found redemption only after co-branding their trucks with the respectable Cummins Diesel name. Google set its sights a bit higher, and has successfully co-branded the Google brand with the ideal of democracy itself. Notice the language: uniquely democratic nature, and Integrity. Honest and objective?...
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