1. reliable and accurate responses to its

1. Target Customers/Users

Who are the target customers for the company/brand?

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Google targets business professionals, big or small corporations, customers who has access to the internet uses the search engine to advertise their goods and services. Also, students uses Google to do their research, communicate or find valuable information to meet their needs.

 

How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?

It has a modern yet user friendly interface application that is easy on the eyes for the customers, the search engine is fast, reliable and accurate responses to its customers. It provides quality services and learn from the customer’s search pattern to better gauge what the customer is hoping to search for results.

 

What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?

Google is a big branded company and attracts a lot of customers. Many of whom are middle aged (40 and below) customers who are technology savvy. A lot of the users could be students from high learning institutions, young business professionals, regular customers who uses the internet to search quick results such as where something is at, or research something that they have never heard to learn from Google can provide.

 

What do these target customers’ value?

The value of quality, reliability, accuracy of services provided.  

 

2. Competitors

Who are the brand’s competitors?

Competitors include Yahoo, Bing, Microsoft, Amazon (for shopping experience)

 

What product category does the brand fit into?

Google is a multinational, publicly traded company, and different products that it provides such as web app, cloud computing, advertising, search engine, email, etc.

 

What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?

Customers could compare to the company’s layout as far as user friendly, creditability, accuracy, and of course reliability to making choices to go forward with Google. Customer could also compare Google to Yahoo, Microsoft and Bing.

 

3. USP (Unique Selling Proposition)

How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?

Google’s uniqueness is based mainly on innovation at the company. Technologically, Google’s company has continued to be at the top globally. Furthermore, its uniqueness is based on its pioneer.  Here, Google’s company became the first search engine globally to produce the results which are not biased. Moreover, the uniqueness of this company is also lightly based on its minimalistic design; everything is costless (free), and it’s vast index database which has helped to add advantage over competitive companies (Ferrara & LaMeau,2012).

 

What is the brand’s uniqueness?

Google’s uniqueness is based mainly on innovation at the company. Technologically, Google’s company has continued to be at the top globally. Furthermore, its uniqueness is based on its pioneer.  Here, Google’s company became the first search engine globally to produce the results which are not biased. Moreover, the uniqueness of this company is also lightly based on its minimalistic design; everything is costless (free), and it’s vast index database which has helped to add advantage over competitive companies (Ferrara & LaMeau,2012).

 

What is the competitive advantage of the brand? How is it different from other competing brands?

The competitive advantage of Google’s company brand is the presence of its well developed technological infrastructure. It has guaranteed its clients a fast and efficient search engine.  Furthermore, the presence of the fast and efficient search engine, which enhances rapid speed, has helped to keep the users coming back.

 Google’s company brand differs from other competing brands in that it is the first ecosystem model and modern platform for business operations globally.  It always provides many business organizations with operating systems which have helped business companies to scale at relatively low prices rapidly. Also, it has other multiple ecosystems working with its brand. This includes; Search, Ad words, Ad Sense, the Android and the Apps. It has enhanced Google’s company’s diversity and efficiency globally (Ferrara & LaMeau,2012).

 

Does the brand have any attributes or benefits that dominate competitors?

Google’s company brand has very many benefits over its competitors. To start with, Google search is the most dominant search engine globally. This search is most dominant in the mobile sector. Moreover, the presence of Online Adds makes the company earn or get the majority of its money. This mainly came about when the company developed the Ad words and Ad Sense ecosystems. This contributes up to ninety-seven percent (97%) of the company’s revenue.

            The presence of Google Web Analytics, Online Media, Google Feeds (used by most blogs when publishing RSS feeds and the Google Reader) are mainly used by the Google clients. Also, Google is also used mainly in the mobile phones, web browsing, emails, office applications, blogging, and maps and in the content delivery network.

 

4. Positioning Statement & Motto

Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.

·       BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).

·       BMW Motto: BMW is the ultimate driving machine.

 

Google’s positioning statement: “To provide effective and efficient access to the world’s information just in one click.” Google’s positioning statement is mainly based on the information, access and one click. It will enhance perfect and efficient Google services worldwide.

            Google’s motto: “Do the right thing.” It mainly associates the company with doing good and being efficient and ethical (Cleland & Brodsky,2011).