Google's equity Essay Example | Topics and Well Written Essays - 500 words

Google's equity - Essay Example Brand awareness measures the accessibility of the brand in the memory. Brand awareness can be measured through brand recall or brand recognition. Brand recognition reflects the ability of consumers to confirm prior exposure to the brand and recognizes that it is an â€Å"old† brand that they have been before and not a â€Å"new† brand that they are seeing for the first time. Brand image is defined as consumer perceptions of a brand and is measured as the brand associations held in consumer’s memory. Google has bagged a prominent place in the first 10 major brands in the world. It has dominated to expand in to software and video, mapping and web browsing its brand value had short up by 43%, from $17.8 billion to $25.59billion. (Top 100 Most Powerful Brand 08). Young and Rubicam developed a proprietary tool to measure brand asset value. It has four dimensions the four dimensions are (1) the brand’s perceived differentiation (2) its relevance (3) its knowledge and (4) its esteem To evaluate the four parameters brand knowledge, brand recognition, brand awareness and brand image an international market survey was conducted in ten major countries using internet. The population of the survey included students, teachers, educational institutions, industrial establishments, banking and insurance industry the sample questionnaire is enclosed the survey revealed that Google occupies 10Th place among the major brands in the world in all types of the commercial and industrial activities and first place in internet services. The four major parameters of brand audit is supplemented by brand positioning statement. â€Å"A brand positioning statement describes the "mental space" a brand should occupy in the minds of a target audience. It serves as an internal document which guides most of a companys marketing communications strategies, programs and