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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand Management
• Brand Personality
• Brand Equity
• Brand Identity

Keywords

Branding, Brand Equity, Brand Dilution, Google, Doodles, Doodle4google