Brand Building Model

ENVISIONED FUTURE:- Digitalisation- Going green

VALUES:- Easy to use- Innovation

- Collaboration

PURPOSE:- Provide fast and

accurate results- Easily accessible

VisionOrganizing the World’s

Information

Brand Vision

Brand ObjectivesLONG TERM:• Market domination• Innovation• Product development• Universal search tool • Communities and content

SHORT TERM:• World’s top AI research laboratory• Advanced spam filter (20 top languages) • Pushing the ad system• Tools accessible everywhere

Brand Essence

ATTRIBUTEATTRIBUTE::

BENEFIT:BENEFIT:

EMOTIONAL EMOTIONAL REWARD:REWARD:

VALUE:VALUE:

PERSONALITYPERSONALITY::

Friendly Functional Clear

Touch of fun

Excitement

Imaginative

Exclusive

Reliable

Safe

Borderless

Innovator

Relevance

Fulfilment

Ease-at-use

Achiever

Brand Audit - Corporation

• “Being yourself”- a job requirement• Flexible environment (family programs, mothers’ rooms)• Diversity is Google’s DNA• Inclusion is fundamental• Local approach

Sam’s 1st working day at Google

Brand Audit – Marketing Environment

POLITICAL•Censorship in some countries

SOCIO-CULTURAL •Weak presence in the social networking domain•Culture barriers when entering new markets

ECONOMICAL •Stock market growth•Global economic downturn•Dependence on the US market

TECHNOLOGICAL•Set trends in search, internet direct advertising, and portable applications •Lack of product integration•Privacy issue

Brand Audit - Distributors

• Internal distribution centres • Few external distributors• Reduce cost• Digital storage of data-collection• Speedy and secure data exchange

•

PUSHPUSH PUSH PULL

•

•Overload content •Monetizing first•Mainly focus on B2B•Lack of brand balance•Declining brand equity

•Innovator•Monetizing first•Lack of brand balance (software, entertaining, online)• Lack of focus

• Innovator • Solution first • Simplicity• Time-saver • Products for any needs• Going global

Brand Audit - Competitors

Brand Audit - Consumers

• Social networking domain• Communication of new products launch• Click fraud and invalid clicks

Brand boosting strategy

Brand boosting strategyUSER EXPERIENCE AND COMMUNITY• Enhance sharing and searching function in current services• Develop social networking service (e.g. Improve Orkut)• Customization – Edit functions (e.g. Develop personal channels)

Brand boosting strategy

PRODUCT INTEGRATION• Connect current products to increase awareness (e.g. Picassa into Orkut)• Integration sequence• Customized product integration path (e.g. Consumers choose)

Brand boosting strategy

TARGETED COMMUNICATIONS• Contextual targeting• Focusing on new product launching stage• Boosting Google Ad Strategies (mobile)

Brand boosting strategy

THINK GLOBAL, ACT LOCAL• Market research• Understand the local culture• Invest in local branches

“Cooking” Pie

Strategic Brand Management Module, Prof. Leslie de Chernatony, MSc Marketing Communications

Using “cooking” ingredients: think global, act local, targeting and content integration

THANK YOU!!!

By N.Tatarciuc : http://www.linkedin.com/in/nadiatatarciuc