Everybody’s favourite search engine has no plans to slow down any time soon. If you don’t believe me, Google it.
While it might seem as though Google have an easy job promoting one of technology’s most recognisable brands, maintaining that level of popularity is no easy feat. Through subtle integrated brand promotion techniques, Google have found their stride through an effortless, easy-going marketing campaign based mainly around reliance on function.
Much of Google’s success can be attributed to how accessible they have made their product. Through virtually any cellphone, laptop or tablet, Google can be accessed through a single click (via the internet or various apps associated with the brand).
Their logo has a lot to do with the recognition of the brand. Its simple design accompanied with slight variations depending on the context of use is instantly recognisable. Another quirky logo variation is the “Google Doodles”, an animated version of the logo used to commemorate certain events, or just to add a little bit of lightheartedness on occasion.
When Sergey Brin and current CEO Larry Page established Google, they focused on one specific problem, namely, revolutionising the way people search the web.
“To me, this is about preserving history and making it available to everyone.”
“We believed we could build a better search. We had a simple idea that not all pages are created equal. Some are more important.”
It is clear from these quotes from Brin that Google began with a very simple idea. Brin and Page, who met at Stanford in 1997, began with a $100 000 cheque in a garage in Palo Alto. Four years later they had morphed into one of the most successful companies in Silicon Valley. Initially starting off with only the search engine, they began adding other features such as Gmail and Google Earth in 2004. Now, they offer hundreds of different apps and functions beside simple internet searching, allowing an all-inclusive internet experience. The simple idea of two men with a big dream has created a company worth billions and even a place in the Oxford English Dictionary as a verb.
Google’s integrated brand promotion techniques are clearly working. As of the beginning of 2017, Google have become the world’s most valuable brand with an estimated value of $109.5 billion as of the end of 2016. This is due in part to constant growth from the company and a decline in Apple’s value, the previous top spot holder. Google’s brand value growth is mirrored in their stock prices.
In 2015, Google began the processes of a re-branding campaign to modernise their look and feel. This was a very interesting integrated brand promotion technique which helped move the brand forward and feel more accessible to not only the youth, but anyone looking for a relaxed web-browsing affair. For more information about how Google managed to pull off this very successful re-branding process, and how there was so much more to it than simply removing serifs, here’s Jonathan Lee, a creative director at Google.
Google, by numbers
Some of Google’s more impressive statistics include:
- 2 trillion annual searches (2.3 Million searches/second)
- More than 50 percent of Google searches come from mobile devices
- 63.5 percent market share for U.S. searches
- 130 trillion web pages indexed on Google
- 187 million monthly unique visitors to Google websites
For more statistical information on Google, search here.