Why Alphabet May Spell Good News for Google's Brand

But will it expose underdeveloped projects?

Late Monday afternoon, Google shook up the tech landscape by changing the name of its corporation to Alphabet. Its core advertising and media business—which includes YouTube, digital advertising, Maps and Android—will continue to be called Google. At first glance, it's a bizarre marketing move, but experts say the new structure won't hurt Google's brand.

"This takes a brand that has become so popular it is now a verb and wraps it in a noun the world can immediately understand," said Toby Southgate, worldwide CEO of Brand Union.

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