1. Brand Management - 12/04/2011 ElodieBrodin – Isabel FausFerrer – Maria Medina – Benjamin Perraut

2. 1- Presentation of Google 2- Analysis of the market position 3- The strategy of the brand 4- Prediction for the future

5. 1998: Formalization of the company

6. “Googol”: mathematical term for a 1 followed by 100 zeros

17. Green initiatives: At Google, sustainability is a core value that comes directly from the founders, and they believe being green makes business sense

18. Google.org: The philanthropic arm of Google inc. Google.org uses Google‘s strengths in information and technology to build products and advocate for policies that address global challenges.initiatives

20. Economical

21. Stock marketgrowth

22. Sociocultural

23. Google tendstonothave a «face» forcustomers

24. Technological

25. Set trends in search, internet directadvertising, and portable applications

26. Innovate web applications

27. Environmental

28. Legal

29. ClickFraud

30. Google «bombing»

31. DOJ requestedsearch histories; Google wenttocourt

34. Apple Microsoft Amazon Facebook Twitter Mozzilla Yahoo Cisco IBM Nokia

35. Speed Accuracy Objectivity Ease of use LessPopup LessSpam Huge Storage

39. Most of 54 Google´s acquisitions were successful In the future, Google could face some serious issues acquiring companies Google alreadyhadsomedifficultiescontrollingstrategicpoints of entry:

41. Everyday, concerns are expressed about Google´s practices regarding the use of personal information

43. Reflects “Whimsy and Fun” Simplicity of logo Simplicity of Search Engine Round image Approachable Friendly Great Concept Relevant Name High User Loyalty Great logo

44. VALUE: Ease-at-use Borderless Imaginative PERSONALITY: Exclusive Innovator BENEFIT: Pioneer Touch of fun Relevance Reliable EMOTIONAL REWARD: ATTRIBUTE: Functional Excitement Friendly Fulfilment Clear Safe

46. Martin Luther King Jr. Day 50th Anniversary of Understanding DNA 25th Anniversary of Tetris Leonardo Da Vinci'sBirthday Doodle 4 Google competition students 20th Anniversary of the Fall of the Berlin Wall

47. International Day of Francophonie St. Patrick's Day 50th Anniversary of the LEGO Brick Louis Braille'sBirthday Happy April Fools Winter Olympics - Ice Hockey

48. Polish Independence Day. 50th Anniversary of JFK's Inaugural AsterixComic's 50th Anniversary Michael Jackson'sBirthday E.C. Segar's Birthday - Popeye PAC Man's 30th Anniversary Doodle

49. New way of interaction between Google and the users .

53. YouTube was totally relooked for the April Fools’ “100th birthday”journey into what YouTube might have looked like in 1911, if YouTube or the Internet existed back then.

54. Google is a brand which does not hesitate to break up his logo, to reconstruct it, to use his visual identity to converse better with the consumer

56. -He’ll return Google to the start-up’s spirit . -He’ll eliminate middle management and put engineers in control of the company (reactive et innovative) .

59. Acquisitionofothercompanies Improvepresentproducts E.g. Gmail Drive Newsearchstrategies customizationfeatures multimedia search voiceportals… “ Green”

60. Acquisition of other companies

61. Improvepresentproducts E.g. Gmail Drive

62. New search strategies

63. Green “ “ INITIATIVES: * Greenoperations * Greenproducts * Cleanenergyinvestments * Buildingawareness

64. InterestTargetingon GCN Retargeting Search Google services Advertising Exchange Data Exchange

65. THANKYOUFOR YOUR ATTENTION