Consumers like to be associated with good brands like, Adidas, Zara, Swatch, Ferrari etc. Companies spend enormous manpower to build brand awareness in consumer mind. How do we define a brand? In layman’s term brand is a promise to deliver good products, services, benefits consistently, time after time. Consumers choose a brand over the rival due to numerous tangible and intangible benefits he or she gets.

Building brand and maintaining it is an uphill task. Nonetheless it’s vital for the survival in competitive world. Few years ago, Gillette was the most powerful brand, today Gillette slipped to 30^th position.

What about brand Google? According to the latest news Google tops the chart as the best Brand in the world, followed by GE, Microsoft, and Coca-Cola. Google is every where in our life, in office desktop, in Blackberries. This tiny little medical shop near my apartment puts a notice board in front door stating- “We are on Google Map!”- displaying a printed map from the internet. Probably no body in our locality uses Google MAP to find out that store. Nonetheless the shop owner finds it important that his little shop has been listed in Google MAP. That’s the sense of pride we feel to be associated with Google. Needless to say Google tops the chart.

Interestingly, Google spend little on traditional way of building brand compare to others in the chart hierarchy. It waste little on advertising or any such brand promotional activities. Its 11kB homepage may the lightest one on the internet. It knows what is important for search engines–giving relevant information to consumers and in the process creating enormous values for consumers, consistently, time after time.

.

.