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Department of Art at Union

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Recent Student Scholarship

Okay Google, How is Brand Identity Created?

Presenter: Cayli Lambert
Faculty Project Advisor: Haelim Allen

Brand identity is what a business portrays to the world to be recognized by consumers. For a business to become more prominent against competitors, brand identity must be approached with attention to its personality, physical features, and value. Google is a highly recognizable brand across the globe, with its youthful personality and its value in making information accessible.. This research will delve into the details of Google's brand identity, including how the company chose to respond to technological advancements. Google is able to achieve these ideals by remaining a single brand house and adding brand extensions, which are marketing strategies that allow a company to produce multiple products under one identity. As of February 2023, Google holds 93.37% of market shares over other search engine companies. Yahoo is one such company that lacks in its attention for brand identity. Thus, this paper will contrast Google's success with Yahoo's failure. Even as Google exists as artificial intelligence, consumer electronics, and an Internet search engine, Google's brand identity remains one of the strongest.

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