Doodles: Google's Branding Strategy*

Abstract:

This caselet is about Google's branding tool, Doodles. Doodles were the customized versions of the Google logo that the company placed on its home page to celebrate occasions such as holidays, anniversaries, and other historical events. The case discusses the role of Doodles in enhancing the brand equity of Google without diluting the brand. The case concludes with the question of whether Google Doodles drove visitors to the website.

Issues: » Brand Management » Brand Personality » Brand Equity » Brand Identity Introduction On March 22, 2011, US-based popular search-engine Google.com (Google) acquired a US patent for its homepage logos, Google Doodles, nearly 10 years after first submitting it in 2001. The patent known as "Systems and Methods for Enticing Users to Access a Web Site" was to protect Google's practice of changing its logo to showcase special events. Doodles were customized versions of the Google logo that the company placed on its home page to celebrate holidays, anniversaries, and other historical events...

Questions for Discussion:

1. Marketers usually stick to a consistent logo. In this context, do you think Google Doodles is a powerful branding tool? Give reasons for your answer.

2. How helpful are the Doodles in building the Google brand?

Key words:
Branding, Brand Equity, Brand Dilution, Google, Doodles, Doodle4google

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.