Navigating the Brand Portfolio of Google's Geo Services Division Available to Purchase

In December 2022, amid mounting pressure to cut costs, Google announced it would consolidate the operations of its four navigation-related brands under the leadership of Chris Phillips, vice president and general manager of the Geo services division. The restructuring plan meant that the 500-member team of Waze, a navigation app that had operated independently since its acquisition in 2013, would now be tied to Google's core mapping products—Google Maps, Google Street View, and Google Earth. Students will take the role of Aaliyah Williams, a fictional marketing consultancy CEO, and make recommendations to Phillips on crafting a portfolio strategy that optimizes Google's market share and growth. In analyzing this case, students will learn how to leverage brand architecture and brand management tools to ensure a strong portfolio with clear positionings that minimize brand overlap and cannibalization.