Critically analyse why Google chose the umbrella brand strategy. What are the weaknesses of using an umbrella brand strategy?


1. Critically evaluate which target markets Google is appealing to.
2. Critically analyse why Google chose the umbrella brand strategy. What are the weaknesses of using an umbrella brand strategy?

“Google’s Googlers create and design a range of products and services under the worldwide 2nd highest ranking brand. There are over 40,000 Googlers who ask the question “what can Google develop for you?” By asking this question every day Google stays in touch with the consumers and gives them solutions to their problems and of course products that consumers didn’t know they needed. The main products, familiar with Google and non-Google consumers, are:

1 Web-based products: These include the very simple and easy to use Google search engine. The fun thing about the search engine is the Google doodle logo – which has hundreds of different images showing Mother’s Day, An Earth Day quiz, and doodles of dancing Shamrocks for St. Patrick’s Day and a special Google logo for Martin Luther King Jr Day.

2 Google Chrome – a super-fast web-browser for consumers and businesses. 3 Google Bookmarks – a filing system to help consumers organise and keep their favourite topics, videos or fashion pages at their fingertips.

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