My colleague Brian White asked recently whether Google could ever be beaten at its own game. The answer is yes it can, but not easily. He also commented on its strong brand. I believe Google Inc. (NASDAQ: GOOG) can be dethroned if someone develops a better product with an appreciable difference, not just a little better. If that is done then the brand will be meaningless. Otherwise Google reigns supreme.

Branding is much less important in the virtual world than the real world. Google has the most recognized brand in the world (or close to it). Put Google on a bandage and see if it beats Johnson & Johnson (NYSE: JNJ). Put it on tax software and see if it beats Intuit Inc. (NASDAQ: INTU). I doubt whether the brand would work on shoes or shirts either unless there was the superior product to back it up. Otherwise the brand would be hurt.

It is about strength of product and the world it operates in. If a stronger competitor comes along the brand will mean no more than it did to every other search engine that Google beat out....which is all of them...combined!

Those of you who are new to BloggingStocks can check out my other stories and read Chasing Value or Serious Money to find more potential opportunities and verify my track record as well.

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture & planning firm. He is on the advisory board of Internet start-up CircleBuilder.com.