Google: Expanding Beyond Search Google had a brand architecture dilemma as it expanded beyond search. It dominated the search industry for more than a decade, overcoming competition from Yahoo! and Microsoft's Bing. Google sub-brands include Google Earth, Google Maps, Google Play, and it has acquired other brands. In 2016, it unveiled a Google-branded smartphone, a virtual-reality headset, a voice-activated home assistant, and a Wi-Fi router. Google's brand architecture has used a hybrid approach, which combines the corporate branded house (BH) approach with a portfolio of different brand names, or a house of brands (HOB) strategy. As the brand moved beyond its core business and explored risky ventures, the brand name's lack of relevance was a challenge. In 2016, Google reorganised itself by creating a parent company, Alphabet, which allowed Google to work in different areas without compromising the meaning of the Google brand name. Google remains one of the most successful technology brands in history. Question: How does Google leverage its brand name, and what key characteristics of the brand architecture does it typically follow? Critically analyse the brand architecture of Google over the years