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
The top-ranking brand family, Alphabet Inc., displaces previous top-performer Amazon.com, Inc. The family’s strongest archetype is fulfillment, followed by enhancement.
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 comes in a close second. The brand’s success ties to the company’s leadership in search, early-mover advantages in AI, rapid growth in Google Cloud, and ongoing dominance in advertising. Alphabet leads across all archetypes except for enhancement, where Microsoft holds a small lead.