Google Reorganizes Under New Holding Company – Alphabet

During the late 90s Google was founded as an internet search engine, aimed at bringing all of the world’s digital data into a single, organized place. Since then, Google has broadened their reach and put their fingers into everything from Google Glass, to map data to self-driving cars. Of which may have you wondering, “Where is Google going next?”

Last night Google announced that they are reorganizing under a new name as Alphabet which will separate its income driven businesses from their far-out investment brands. In yesterday’s blog post Larry Page said that, “.. Alphabet because it means a collection of letters that represent language ..”

Page continues to plan on running Alphabet with his co-founder, Sergey Brin, who started the company with him back in 1998. While Page and Brin are often looked at revolutionists in the technology field, they have attracted some flack in regards to choosing the name of their new business.

Today, Jack Ewing released an article stating that the business name Alphabet is already owned, and trademarked for that matter, by BMW who has no intentions to sell the name. As well, there are many smaller companies across America that utilize the name Alphabet, which causes one to wonder how unique the new trading name actually is.

With all of this being said, just because a company is using the name Alphabet doesn’t mean that Google isn’t allowed to pursue it as the name of its new holding company. According to the United States Patent and Trademark Office there would only be infringement if Google were to cause confusion between other businesses already using the name Alphabet.

Image Credit: Wikimedia Commons |

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Author: Garrett Graff

Garrett is a qualified engineer, and when he's not helping businesses grow as a consultant at Palladous, you can find him building hobby race cars, managing the family farming business or chilling out on the lake fishing. Get in touch on Google+ or drop him a line by e-mail.

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