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Navigating the Brand Portfolio of Google’s Geo Services Division

Abstract

In January 2023, Google announced that Waze, a navigation app it had acquired in 2013, would cease operating as an independent business unit and be folded into Google's Geo division. Up to now, Geo had three brands: Google Maps, Google Earth, and Google Street View. Now, Waze would be its fourth. But how many brands should Geo have, and what should be their relationship to each other? Should some brands be combined, renamed, or eliminated? What about adding a new brand that might change the dimensions of Google's navigation offerings? Students will take the position of a fictional consultant as they come up with a proposal to optimize Geo's brand portfolio.

Type

Case

Author(s)

Jim Lecinski, Shaon Ahsan

Date Published

08/26/2023

Discipline

Marketing

Citations

Lecinski, Jim, and Shaon Ahsan. Navigating the Brand Portfolio of Google’s Geo Services Division. Case 5-323-501.

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