Example Of Building A Strong Brand: Google Essay

With the competitive nature of the current business environment, companies have gone a long way to develop brand strategies that enable them to sail through. One major area of emphasis is brand building. A company’s brand is a promise to the customers and it communicates what the company has to offer and how. It is the tool that the company uses to interact with its customers on a daily basis. A strong brand therefore creates trust, loyalty and credibility with customers. One of the brands that have managed to remain at the top within a stiffly competitive market environment is Google.
The Google brand offers a strong value proposition that makes it successful. To begin with, the success of the brand is something that endears people to buy it as they associate it with quality. Google is also preferred for its familiarity and visibility in the software world. The brand vision is inspiring in nature as it promotes values and interests shared with customers. The brand envisions for fast and clean browsing. In addition Google has great energy in terms of innovation and development of new improved products to meet changing customer needs. Another value function of the Google brand is its accessibility as the software is free to use hence giving ultimate value to the user.
The positioning of Google as a top brand is as a result of a number of competitive advantages it possesses over other brands in the internet search and advertising industry. These advantages include its innovative services, large market share and infrastructure that is hard to replicate. Google has used these competencies to constantly anticipate future consumer demands. However, the brand needs to leverage its key competencies to strengthen its position and overcome challenges and barriers in the industry.