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Brands & Branding and Private Labels Case Study

Case Title:

Google: From Search Engine to Power Brand

Publication Year : 2006

Authors: Abhijit Sinha

Industry: Internet and e-commerce


Case Code: BBP0071K

Teaching Note: Not Available

Structured Assignment: Not Available

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In mid 90s, two students from Stanford University planned to develop an online search engine, Google. The name Google was derived from the word ‘googol’ which meant a mathematical term for 1 followed by 100 zeroes. Over the years the company became globally the largest search engine. Besides restricting itself as the number one search engine globally, the company was known for its friendly products and continuous innovation. In 2005, the company emerged as number one brand in the survey conducted by Interbrand, surpassing brands like Apple, Nokia, Sony and Starbucks. The case discussed in details about the evolution of brand Google from an online search engine to globally the leading brand. It also covers how Googol plan to retain its superiority over Yahoo and other online search engine.

Pedagogical Objectives:

  • To discuss about the online search engine
  • To discuss how Google became the most popular search engine
  • To analyse Google as a power brand
  • To discuss how Google enriched its product portfolio.

Keywords : Google, Yahoo, Pagerank, Hypertext matching analysis, Search engine, Knowledge management, Brands & Branding Case Study, Google Scholar, Apple, Google adwords, Google adsense, MSN-Microsoft, America On-line (AOL), On-line search,, Lycos

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