Bookmark and Share This is AcaDemon.com

Home Sellers Area Buy Term paper FAQs Custom Term Papers Contact Us AcaDemon.com AcaDemon UK AcaDemon Australia AcaDemon Canada AcaDemon France AcaDemon Germany AcaDemon Spain
Tags
analysis, b2b, b2c, brand, cult, equity, google, status
Currency
Advanced
Term Paper # 97424 :: Google
An analysis of Google's status as a cult brand.
Written in 2007; 812 words; 10 sources; MLA; $ 28.95
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)."
Tags: equity, B2B, B2C

More papers on "Google"

About AcaDemon

We have thousands of high-quality term papers, research papers, essays, book reports and dissertations on every topic. At AcaDemon, you can download those term papers to help you write yours! You can be sure that the term paper, essay, book report or research paper you download are top-quality, competitively priced and high-level work.

*Look for more research papers, essays and book reports on Google

If you can't find your topic here, try another search

or try our affordable, unique custom paper alternative

Custom Research Services include:

  • Papers written from scratch, according to your specifications.
    Every paper is UNIQUE - Guaranteed
  • Professional, top-notch writers
  • All topics covered
  • Any deadline
  • Your satisfaction guaranteed

Place a Custom Research order now

Find out more about Custom Research



This Free Term Paper Abstract is a part of our Term Paper Library.Here you can purchase research papers, examples of essays, academic dissertations, articles, notes, analytical papers, book reports, stories and poems. We have thousands of persuasive, point-of-view, narrative, critical, compare and contrast and other types of essays in our Library. You can also find here Term papers on "Google", Essays on "Google", Research papers on "Google", Student papers on "Google", Book reports on "Google", Dissertation on "Google", Thesis on "Google", Summary of paper on "Google", Articles written on "Google".

Shopping Cart
 Total :
$ 0.00
Special Offer
Buy one paper and get
40% off the 2nd paper*
 
*The least expensive paper