Branding
Google - How did they do it?
History Of Google
In 1995 Larry Page and Sergey Brin met at Stanford School, Larry was 22 and Sergey was 21 when they met. A year later the duo began to collaborate on a search engine called BackRub, it was at Stanford they noticed this search engine as it had been running on their servers for over a year there. On the 15th September 1997, ‘google.com’ was registered. The name ‘google’ comes from word play on the word googol, which is a mathematical term for the number 1 followed by one hundred zeros. Larry and Sergey felt that this reflected their mission to provide infinite amounts of information on the web very well, and also had a nice ring to it. On September 4th, 1998, Google files for incorporation in California. Larry and Sergey open a bank account in the newly established company's name and Google sets up workspace in a garage on Santa Margarita Ave., Menlo Park, Calif.and in 2000, Google win their first Webby Awards: Technical Achievement (voted by judges) and People's Voice (voted by users). In 2000 google made great progress and added features to their search engine, such as 10 variations of languages you could search in, which were : French, German, Italian, Swedish, Finnish, Spanish, Portuguese, Dutch, Norwegian and Danish. Today, search is available in 150+ languages. In March 2001, a man called Eric Schmidt, is named the chairman of the board of directors. In February, 2002, the first Google product for enterprises is released: the Google Search Appliences is a yellow box that businesses can plug into their computer to enable search capabilities for their own documents. In December 2003, Google launched - Google Print (now known as Google Books), which included small extracts from books to appear in search results. In 2004, the programme expands through digital scanning partnerships with libraries. To date, more than 20 million books have been scanned. In December 2004, Google.org was established, this was dedicated to the idea that technology can help make the world a better place, which is something Google as a brand stood by and believed in strongly. In February 2005, Google Maps went live and just two months later,satellite views and directions were added to the product. In November 2005, which is really interesting is that Google Analytics was released, this is for measuring the impact of a website and marketing campaigns. Analytics is based on Urchin, a company Google acquired in March 2005. In October 2006, Google spoke openly about its acquirement of Youtube, the worlds biggest video sharing company. From around this time onwards, Google continued to expand by creating and acquiring so many sub brands and sub projects such as : GooglePlex, Google Chrome, Google Safe Browsing, Google Map maker, Google Voice, Google TV, Google Art Projects, Google Wallet and Google Ventures.
As I'm sure you have now imagined, Google are a company that have come up with innovative, smart and efficient ideas to stay up-to date and impress their consumers in a futuristic way by providing them with options they are astounded can even exist.
Target Audience
Google’s target audience are literally everyone living. The internet and computers tend to be used ever so slightly more by the younger half of people, however are widely used by everyone. Spanier, Google’s marketing director, said ‘when you have a potential customer base of eight billion-plus you’ll never get a marketing team big enough. How do you make decisions, how do you organise, how do you scale? I could have a team of a thousand people and still not have enough,”. Google have obviously proved that this can be done, and marketed enough with quality, to show everyone that google can be simply used as their number one search engine.
Branding (Logo/Image)
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