US$949.70 billion market capitalisation Alphabet is one of the largest corporations in the world, with a capitalisation of US$949.70 billion. Its major asset is, of course, Google. Google is one of the most successful businesses in the history of the planet and one of the most dominant brands in the world. It has a brand […]

US$949.70 billion market capitalisation Alphabet is one of the largest corporations in the world, with a capitalisation of US$949.70 billion. Its major asset is, of course, Google. Google is one of the most successful businesses in the history of the planet and one of the most dominant brands in the world. It has a brand value of US$167.7 million. Differentiation has been central to the growth of Google. Decimation of competitors such as Yahoo has been central to the growth of businesses. This is further demonstrated by the growth of Facebook and the death of Myspace.Differentiation can occur on a number of levels: Unique selling proposition Strategic competitive advantage  Experts define a unique selling proposition (USP) as ‘the one thing that makes your business better than the competition. It’s a specific benefit that makes your business stand out when compared to other businesses in your market’. A USP can be real or…