The Logic Behind Google’s Alphabet (‘Harvard Business Review’)



In an opinion piece for the Harvard Business Review, the Tuck School of Business’ Kevin Lane Keller writes about Google’s new parent brand, Alphabet, and what the company can learn from two other iconic brands—Starbucks and Virgin.

“Google is wise to learn from these two brand histories,” says Keller, the E.B. Osborn Professor of Marketing.  “Up to this point, the company has employed both a ‘branded house’ strategy, where they have used their Google corporate brand one way or another across a broad range of products (such as Google Glass and Google Play), as well as a ‘house of brands’ strategy, where they assembled a brand portfolio of different brands where the Google brand is not present (such as with Nest, Calico, Fiber, etc.). Hybrid brand strategies are not uncommon, but it is important to ensure that all aspects of the brand strategy are designed and implemented properly.”

Read the full opinion piece, published 8/14/15 by the Harvard Business Review.

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