The Google Brand

Executive Summary


This document will explore why it is that the service brand Google has overtaken traditional brands such as Louis Vuitton and McDonald’s. The report will take on the perspective of the customer and explain why it is that Google has become so successful and ‘hot’ compared to traditional brands. Items discussed will include and not be limited to: the history of the brand, the nature of the brand experience, the relation between the brand and its business model, why the brand is successful and what is the future potential of the Google brand. Assignment 2 – Sam Butler – BSNS 7454-2013-1 – Shortcut


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