Digital Trends: Google Alphabet in the Age of Digital Conglomerates

 Renaming its parents company to Alphabet is a way for Google to consolidate its growing range of activities into a new structure. As tech giants expand into new territories, branding becomes more important. In Google's case, the rename allows the company to create even more spin off brands, the names of which would be more well known in their specific segments.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.