Alphabet Inc. extends its reach across every screen and service
From YouTube to Google Maps, Android to Fitbit, Alphabet’s diverse portfolio of subbrands connects billions of people worldwide, shaping how they live, work, and play.
Performance
Alphabet Inc. is the top-ranking family brand for the second year in a row. Its resonance is driven primarily by a high sentiment score. The family’s strongest archetype is ritual perhaps indicating that its subbrands have engrained themselves in users’ daily lives.
Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.
Head to Head
As in our previous study, Alphabet Inc. continues to outperform Microsoft Corporation, which has dropped precipitously to 13th place. The brand’s stronger resonance driven by higher reach and engagement scores gives it the edge over otherwise similar archetype and stages scores.