Google

Paper Summary:

This paper aims to validate the attainment of Google as a cult brand. It relies on several analytical frameworks and constructs to illustrate how Google has created a brand that has attained cult status. The paper looks at Google's website design, content generation and organization strategies, usability and navigation and speed of downloads to explain its attainment of cult status.

Table of Contents:
Executive Summary
Evaluating Google's Branding Equity
Analysis of Models

From the Paper:

"The second model that is used to evaluate Google's brand equity is one based on the network perspective. The network perspective, which takes a broader view of the firm, (Chetty & Patterson 2002) define brand equity as extending beyond the economic tangible benefits, to include intangible and often utilitarian in approach and scope. A key shortcoming of this model is that it has an incomplete view of the consumer in a B2C branding scenario and as a result is best used in the context of only B2B branding strategies (Van Durme et al. 2003).
The third framework applied to Google's brand equity is the relations marketing (RM) model, which defines the value of brand equity as a function of the global competitiveness across comparable networks and customers' adoption and reliance on the brand. The RM model also focuses on the reciprocal nature of branding, which for Google includes free e-mail, office automation, and web acceleration products. This reciprocal nature of Google exemplifies the RM model from a networking and relationships standpoint (Fournier 1998). The RM Model is also attributed with brand loyalty and the development of cult brands due to its highly reciprocal nature and the fact that many of the most brand-loyal customers define themselves by the brands they buy and support. This model also supports the contributory role of marketing communications in strengthening a brand over time (Morgan & Hunt 1994)."

Sample of Sources Used:

• Chaudhuri, A. (2002) How brand reputation affects the advertising-brand equity link. Journal of Advertising Research (Summer), pp. 33-43.
• Chaudhuri, A. & Holbrook, M.B. (2001) The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65 (Spring), pp. 81-93.
• comScore, 2007, comScore Releases Worldwide Rankings of Top Web Properties. London, UK. Published 10 April, 2007. Accessed from the Internet on April 19,2007 from location: http://www.comscore.com/press/release.asp?press=1370
• Fournier, S. (1998) Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24 (Spring), pp. 343-373.
• Jevons, C. & Gabbot, M. (2000) Trust, brand equity and brand reality in internet business relationships: an interdisciplinary approach. Journal of Marketing Management, 16, pp. 619-634.

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