Discussion

Almost every American are having telephony service for free because of the federally social service fund, nearly every household in the U.S. has phone service. At the meanwhile, more than 80 percent of the population owns a cell phone.

In nowadays, telephony communications by mobile is an essential tool to connect and communicate with each other in such busy society. A survey showed that if you don't have the mobile phone number, you might lose a job or get the low-income housing or insurance 500 in a minute.

According to a 2005 survey conducted by the advocacy group the National Alliance to End Homelessness, between 25 percent and 40 percent of the nation's 750,000 homeless are unemployed.

Google join the social event not only help the homeless individuals to gain more social sense of belonging and job opportunities to work and contribute to society. It seems that Google is doing a nice social community, but change to another angle, for Google, it raised its reputation the society not only be limited on internet, and also expand its brand image to the whole world within different aspects.

As I learned before in class about corporate branding, it mentioned that corporate branding makes the intangible tangible and corporate branding adds corporate value to business, which means brand gives the reason to pay, to have, what’s more, for market value, it’s reflected on the price of balance sheet on the market.

Larry Page and Sergey Brin, the two heroes of Google, were famous for the corporate, their reputation are increasing to the public. Increasingly, in a corporate, branding is a key synonymous with reputation. Corporate branding is now bigger and lasts longer than the reputation of the CEO behind the corporate brand. For years later, people will remember and might still use Google as search engine.And there are three roles of corporate branding, they are, present the organization in a clear and comprehensible way, symbolize the ethos and attitude, and differentiate the organisation and their products and services from the competition.

Google not just acting as a search engine on the internet, it also has Google Earth, Google translation, Google mail, Google news, also, you could set up your personal iGoogle page, knowing the news, the weather, time and date, watch You-Tube. Google now has been developed as a multi-function online engine.

For the theory about how to create the corporate brand, there are three elements, visual branding, verbal branding and behavioural branding.

The vivid colourful Google logo shows the type and attitude to the public that , google is always holding passion, enthusiasm and patient to innovate the function and at the same time, it’s now been used in many public places to be as sponsorship, raising the reputation and social reorganization. Every time you go to Google website, you will see a significant logo ion the page and different language available. If it’s a memorial or festival that day, Google will add some special pattern or sentence to make a warm welcome, It’s building the visual brand and develop its reputation.

The verbal branding, which is not the meaning of what you say, instead, is the meaning of how you say what you say. To deliver the same message by using different expressions.

And for behavioural branding, there four benefits for behavioural branding, strategic focus for a clear positioning greater cohesion in communication programmes staff understand better the type of organisation they work for inspires desired styles of behaviour

Just be like Charles Handy in her book “Writer and Broadcaster”,said,
‘Organisations have a feel about them, a feel which the visitor picks up as soon as he or she enters the building or, often, merely encounter the people who work there… There is a sense that the organisation is on somke sort of crusade, not just to make money, but something grander, something worthy of one’s commitment, time and skills.’

Google expand the free telephone, which is a kind of behavioral branding built to create social responsibility and reputation, differentiate its original function just only focus on internet, expand more to public, create more social return, which is now leading the market.

There is a news from Time, said that Google is now try to quote buy Yahoo! As its own company, although it’s a tuff, but at least it has successful beat Intel, gain the Initiation to win the competition. It seems that Google is now a very competitive corporate, expanding its business to every possible area.

There is another statistic analysis shows that individuals with children make up about 40 percent of the national homeless population and the average age of a homeless person in the U.S. is 9 years old. Imagine a teacher or school social worker not able to contact a parent of a homeless child because the parent doesn't have a phone.

So, spokesman from Google said,

"When you lose your home, you lose more than your house. You lose a permanent way of staying in touch with family members, employers, and social service providers. Being able to give a phone number to people and access voicemail can be a very powerful thing in sustaining quality of life."
Obviously, google has set up its strategy to gain the top of the business. What the people said from Google now become key words that others will think it carefully. The last but not the least issue about Google is it has joined the action of helping Singapore Telecom and the six head telecom to build up the undersea fiber optic cable between Japan and USA.

What will Google do next?

We are looking forward to