Google: What Lies Beyond Search?

“Because Google has established itself so indelibly in the search category, we think it could experience branding challenges as it expands into new segments. We believe this is why it didn’t include its flagship brand in the names of some of its newer offerings: Froogle for comparison shopping, Orkut for social networking, and Gmail for e-mail. Although Google has an advantage over Yahoo, Microsoft, and AOL in terms of technology, user satisfaction, and brand strength in online search, we believe its positioning is not nearly as favorable when it comes to areas beyond this core segment.”

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