Case Study

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Why is achieving a significant level of brand familiarity especially important for Google’s competitors?

There will be several reasons as to why Google’s competitors will look forward to achieving a certain level of brand familiarity. Most of these reasons are business motivated.

Firstly, Google competitors, especially Bing, run adverts on television to capture the attention of the audience. This way, Bing can make people aware of the existence of the searching site, therefore, attracting consumers. Bing, through its adverts, emphasizes that its website is not overloaded hence the best site one can research on. In the United States, for instance, Bing has 15% of the consumers in the online search. Thus familiarity gives Bing a platform to share customers with Google, which is a giant in the field according to Hsieh-Yee (2012). Therefore, Bing explains to online consumers how it better takes care of their interests.

Furthermore, other search engines have been localized; therefore, they are familiar with in a given domain. Google’s competitors, for instance, have gone language-specific, thus more appealing to the people who speak this language. Baidu, which is specifically for Chinese-language searches and Yandex for Russian-language searches, has been established as brands within these languages; therefore, it gives them an upper hand business-wise. The consumers also being familiar with these languages will prefer these brands to Google; therefore, they can compete with Google.

Moreover, other brands have established content-specific search sites, which become significantly vital since they offer consumers direct solutions according to Devine (2008). The fact that they solve particular issues become familiar with its target consumers, therefore, giving them an advantage to Google. This enables these brands to compete with Google. Brands such as Videosurf enables consumers to access video clips better compared to Google. Other brands such as Mocavo (used to search names for ancestors), Wolfram Alpha for mathematics, and findsounds.com.

In conclusion, these other searching brands should be familiar so that they can sell themselves to the consumers to compete favorably with Google.

Reference

Hsieh-Yee, I. (2012). Google scholar and its competitors: accessing scholarly resources on the web. Chandos Publishing (Oxford).

Devine, K. L. (2008). Preserving competition in multi-sided innovative markets: how do you solve a problem like Google. NCJL & Tech., 10, 59.