Google's Rebranding: Intelligence Augmentation and Perception Change
This offers a detailed analysis of Google’s strategic efforts to rebrand its core search service, shifting the perception from a mere “information gathering” tool to a “partner for intelligence augmentation” through the integration of AI like Gemini.
It argues that this initiative is a prime example of “perception change”—intentionally redefining the perceived value of a product to consumers. Furthermore, it explores the fundamental concepts of brand, branding, and perception change, explaining how a company’s unique value image, built from positive user experiences, becomes a crucial…
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