Google as a company is believed to have done so much in a bid to offer innovative and differentiated products. The products or rather the brands by Google are unique to themselves, and this makes it easy to identify the products by. The brands of Google are unique. It is said that Google as a company has succeeded in positioning its brands. Some of the brands of Google include Gmail that enables people to communicate via email. They also have Google Talk, an application that gives the users the ability to connect with one another and share whatever information they have. There is also a Blogger. This platform allows the users to share information online with a vast multitude of people. These are just a few. Each of these brands has images that represent them and thus users cannot confuse them with similar products from other companies. This research aims to look at the way through which Google as a business has been able to offer innovative and differentiated products.
The brand personality of a company can be defined to consist of the human traits that can be linked to a certain brand. It can be concluded that Google has managed to position their brands effectively. Corporate brand personality is always accurate to one corporate name. Before going further, we should differentiate the difference between the product brand personality and corporate brand personality. The brand personality always relates to consumers and the use of imagery in identifying a particular product. Corporate brand personality is however defined in relation to human characteristics or the physical traits of the employees of the whole organization. Google is a corporate group and therefore we are going to look at the corporate brand identity. It is the positioning of their brands that has made Google become one of the successful companies currently (Barich & Philip, 2008).
Corporate brand personality as represented by Google includes values, words as well as actions of all the employees in that organization. Google is said to have been successful because it has carefully managed to corporate the brand personality. As mentioned, it helps to differentiate them with their competitors.
As markets continue to grow, the competition in the industries becomes fiercer. The companies are also, therefore, affected. They then cannot, therefore, succeed just on the basis of the products and services that they offer. The core dimensions of what constitutes a company include the following: a company ought to be passionate and compassionate about the services that they are offering. The company should also have a creative and a disciplined mind concerning whatever activity that thy engage into. The last core is about the body of the enterprise. The body should be agile and collaborative. The parts should be working in coordination with each other (Barich & Philip, 2008). The traits mentioned interact with one another to the extent that the produced effect of a single character can be complemented by the existence of another trait.
Even though the core functions of a corporate are still very crucial, factors like culture and corporate citizenship of the company also have a significant impact in determining a company’s ability to compete favorably. Due to these factors, the success of Google Inc. is looked at in terms of who it is and what it does in the market. The dimension is still the same to date, because historically, the company used to be looked at in terms of what it did. As the level of competition increases, the way in which companies are looked at have also changed. They are considered or viewed in terms of who it is. Google has managed to adapt to these new changes (Barich, & Philip, 2008).
What has made Google a successful company is the fact that it has succeeded in carefully manage it corporate brand personality. The corporate brand personality has helped them to reflect the values that are held high by the organization. For instance, Google has always shown that they care for the well-being of the environment. One of the main values of the company would then include being responsible and also care towards the environment. This factor too has led to the success if Google as a corporation. It can then be concluded that the brand personality of Google is shaped by its corporate values. The company’s corporate brand personality as it is viewed by the consumers of the products, and also the public as a whole is expected to be aligned according to the company’s espoused values.
The brands by Google have been able to develop many valuable associations in the minds of the consumers. It has also helped to come up with other key aspects that can be used to differentiate the brand. The key elements that contribute to differentiating the products by Google include the people and the relationship between them, the programs and the values attached to them as well as the corporate credibility of the company. Despite the manner in which it is represented, the image of a corporation will depend on factors like company makes, the actions taken and the way in which the organization communicates with its clients and workers. It remains as an area through which the success of Google is said to offer innovative and differentiated products.
Google has also been able to use strategies and tactics in becoming a successful institution. The strategies have been used together with the tactic that is deemed to be possible to achieve the required goal. Strategies are crucial as they provide focus through which the decisions are made. Organizations always have overall strategies that are known as the organizational strategies. They always relate to the organization. Google as a company is not left behind. It also has the strategies that have been very instrumental in making them reach where they have reached today.
Google also have functional strategies. These operational strategies also relate to the entire organization. The practical strategies always refer to each of the organizational areas found within the company. The operational policies should be made in such a way that they support the overall strategies in the organization. This is an area where Google has been very successful. The organizational strategy by Google always supports the goals and mission of the organization. As result, it has managed to become a very successful (Hatch & Majken, 2011).
For the strategies of the company to be achieved, Google has always been using tactics. Tactics are the methods that a business employs to ensure that the plans are made. The difference between the tactics and strategies is that tactics are too specific while policies are general. Tactic used by Google give them the guidance and direction that is needed to meet the objectives. Objectives are always specific and hence the company needs tactics to have them achieved. Tactics are always viewed in terms of how to perform a particular task. For example, it can give the business a step by step in determining the process of doing an action. The operations are the usual or the actual taking part in whatever project that Google engages in (Aaker, Yeronica & Jordi, 2010).
So as to achieve the objectives, Google sometimes combines the two or more approaches to their strategy. Combining methods might make the company lose focus and gain advantage in any category. Google, therefore, takes care not to face the same problems. So as to avoid this, the way in which they formulate their strategies in most cases takes into account the manner in which they are expected to face their competitors. Google assess its strength and weaknesses so as to make use of the core competencies. The core competencies are the attributes of an organization that assists in giving it a competitive edge.
Another factor that has made Google become one of the successful companies it can use an approach that develops core competencies that are based on the needs of the customer and competition that is being faced. The marketing and the operations work closely so as to match the needs of the clients and the service capabilities. It is crucial that the company puts into consideration the competitor competencies. For example, for a corporation to excel, it must strive to produce goods that can outdo those that are being provided by their competitors. Google use a strategy that makes them have products that their competitors have. A good example is seen in products like the Gmail. The first company to come up with the mailing service was the Yahoo. Google also came up with the same. Coming up with a product is not an issue. The product should be able to outdo the other competitor. This is truly seen in Google. Their Gmail has more features than Yahoo. As a result, they have more followers or users with a Gmail account as compared to people who own a Yahoo account (Aaker, Yeronica & Jordi, 2001).
Another important factor is seen in the way in which the strategies are formulated. The way in which the policies are formulated will determine the success of the failure of the organization. Google as a company is very aware of this fact (Brown, 2009). When formulating the strategies, the senior management always takes into account the core competencies of each and every organization as they scan the environment. They always take into account what the competitors are doing, or what they are planning to do. The management, therefore, plans bearing in mind what the competitors are doing (Kotler & Kevin, 2005).
Before they plan with whatever information that they have, they always consider the SWOT analysis. The strength and the weaknesses in most cases have an internal focus on the business and must, therefore, be evaluated by the operations people. The SWOT analysis is considered as the link that exist between the organizational strategy and the operations strategy. Google takes into account the order qualifiers and the order winners. Order qualifiers are the characteristics that the potential customers take as the minimum standards of acceptability. This makes a product consider for purchase. Order qualifiers however have not enabled them to get the required clients. What is perceived to have helped them is order winners. These are the characteristics of an organization that makes them become recognized as being the best (Brown, 2009).
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