Google or Alphabet. What’s in a name?
Google is an iconic brand. It’s not really subjective. Its logo and the various doodles have helped embed it in the world’s psyche with regular iterations adding to its brand strength. But something is afoot and the company recently announced its intention to launch Alphabet. So what will a relaunch do to Google and how will it impact on business? As this household name restructures and rebrands, Phil Armstrong Creative weighs up the long-term positives for Google and Alphabet. The company has clearly set out that Alphabet will be for corporate branding while Google will remain its public-facing image.
Parent Branding
Google is first and foremost a company that raises advertising revenue from its search capabilities. But they want to, and are becoming, more than just this, spinning out companies that are starting to have no relation to their core business. With multiple businesses the restructure and creation of Alphabet allows the brands underneath to flourish without affecting the parent brand.
Corporate World
From a name perspective, ‘Alphabet’ isn’t the strongest. However, the target audience for this parent brand of Google is largely corporate, so does branding really matter? As a noun, a function, or a commonly used word, it will be hard to protect the name ‘Alphabet’. But because Google and the rebranding to Alphabet is widely known, will the Google brand be affected?
The Answer
In the long run, the restructure of a parent brand for Google could be the answer to many issues, such as the strategic direction it is currently facing. With work progressing on robotics, electric motors and spectacles, it allows spin-out companies the space to be independent while protecting the core products and brand.
About the author:Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.
