Branding

 Google - One of the top International Brands

     Being an international brand means not only appealing to audiences in one area, community, or nation but means that companies have to figure out how to market to people across nations, all around the world in order to gain customers and grow the business. For this reason, businesses develop strategies in order to attract certain audiences while using a different strategy to attract another part of the world. 

     Google began as an American Search Engine company and now become not only one of the most widely used Search Engine platforms but also one of the largest international businesses today. Google was founded by Sergey Brin and Larry Page. Sergey Brin was a student at Stanford University and when Larry Page was considering Stanford for grad school, Sergey Brin gave him a tour. The next year, Sergey Brin and Larry Page became roommates and it wasn’t long before they were able to develop a program that allowed people to search and choose through a variety of links within the world wide web. The two made it their mission “to organize the world's information and make it universally accessible and useful.” In 1998, Andy Bechtoshiem issued a loan to Page and Brin and it was then that Google Inc was officially brought to life as the two were able to develop an office. When discussing how Google has been able to remain in the public eye, internationally, for so many years, there’s a variety of reasons. One of the reasons is Google has done its job to incorporate many parts of the world into its business. Google targets those all across the world to work for the business which gives google a lot of visibility. 

     Being a popular search engine wasn’t enough for google. Google became a word in the everyday vocabulary of many. “What’s the time in China right now?” “Just google it.” “When did World War 2 end? “ I’ll google it.”. Becoming the main search engine for 90% of the population means that Google has done its job to integrate itself into the daily lives of internet users. Bynder article titled “The World’s Most Valuable Brands: Google’s Secret to Success”, discusses how Google’s branding strategies have been able to put it at the top of the worlds list for successful businesses. The first strategy noted is that Google had to gain credibility with its users. Yes, the idea of a search engine would be absolutely amazing but what happens if the information isn’t helpful to its users or users aren’t able to find the information they’re looking for? In order to avoid these issues, Google has centered their business strategy around the user. By perfecting the Google algorithm and offering tools like “keywords, search terms, backlinks, relevant page titles, and HTML metadata” they make it easy for their users to find the information they’re looking for. These tools help users navigate the web and have necessary information given to users in less than a tenth of a second. Additionally, Google strives to present a search engine that focuses on the privacy of their users, making sure they continue to develop trust and reliability. Performing in these ways allows Google to market effortlessly because users can’t imagine their lives without the accessible, ease of use, search engine Google offers. Not only has Google provided a search engine for users, but they also were able to develop other implements such as Google Drive, Google Maps, and now Google even has GoogleFi. Being able to develop many different types of tools for all different types of users, helps google stay in the public sphere internationally. 

     Additionally, Google has been able to make partnerships with brands worldwide, helping the market globally. For example, Google has partnered with institutions like “United Nations Roadmap for Digital Cooperation, the UN Sustainable Development Goals and the UN Guiding Principles on Business and Human Rights. By partnering with institutions like these, Google is not only able to collaborate to better the lives and health of their users but they are also able to stay educated on the cultures of people around the globe, developing themselves as a worldy business. Google claims that they “value international organizations' ability to shape global agendas and drive multi-stakeholder consensus — like how the OECD is working to reform global tax regimes or the World Trade Organization is working to promote a framework for digital trade.” In 2021 Google expressed their goals in order to accelerate their “partnerships with international organizations on four fronts”. Number one is they worked to slow the pandemic and support economic recovery. In doing this they pushed out global initiatives like the “Do the Five” and the “Wear a Mask” campaign pushing people to stop the spread of Covid-19 by doing their part. In order to push this effort they partnered with corporations around the world in 100 different countries as well as “driven over 100 billion ads and 115 million clicks to the WHO website”. This is one of four international efforts Google pursued in 2021 and just one of many examples of Google doing its part to attract the eyes of people around the world. 

     Google in  my life stands as a GPS to my destinations, a Drive which holds all my documents and images, it offers a mail app for me to send and receive messages to many as well as a mobile encyclopedia with so many choices of informational sources. Being able to serve so many needs of my daily life leaves me with no hesistatino that google is doing the same thing for many internationally. Being able to develop international relationships and earn visibility by participating in campaigns and opening offices in 50 different countries to me is something other businesses that strive to globalize themselves should follow in the footsteps.