brands search in google

Published: 9 November 2019| Version 1 | DOI: 10.17632/2854pphnx4.1
miriam salomao


The database refers to secondary data collected on Google Trends (, representing the search for brands owned by born global firms: GoPro, Twitter, Netflix, Spotify, Airbnb, Uber, and Snapchat; it also includes data refering to the search of brands such as Galaxy, iPhone and iPad, that are owned by companies that cannot be considered born global firms but are still considered innovative. The database presentes all the search traffic history since the brands first arrived in the consumer's ears (differently from well-established brands of multinational companies) because they're launched after 2004. For each brand, it's presented both the absolute and accumulated indexes of the frequency with which the brands are sought on Google. The index is built by the normalization of the real number and presented on a scale from 0 to 100, where each point is divided by the highest point or 100 (“Google Trends: Understanding the data,” n.d.); indexes were chosed instead of real numbers of searches because this enables the comparison of brands in their different stages of maturity.



Escola Superior de Propaganda e Marketing


Internet Search, Diffusion of Innovation, Brand Equity