Google has developed an extremely high profitability during the past 5 years. The paper takes a research on how Google’s strategies and tactics incorporated consumer expectations, and aims at measuring and interpreting brand performance of Google. According to the research, Google remains the leading position in its core service-the search engine by using brand audit though faced with serious competition. The goal of the paper is to giving suggestions that Google need to continue its innovation in its website contribution and remain the high quality of searches to gain competitive power to attract advertisers. Considering to the failure in China and the drastic competition with Yahoo! in Japan, to sustain and reoccupy the search engine market, Google should keep strong relationship with the governments in its targeting markets, especially in Asia.
['Liying Wei']
Research on Google’s brand performance