Registered Trademarks

A. Google is a brand name; at least in formal writing, you should always capitalize it—unless, for example, you are writing about a certain type of tricky bowling in a cricket match. See paragraph 8.152 in CMOS 16 for more details.

A. In publications that are not advertising or sales materials, all that is necessary is to use the proper spelling and capitalization of the name of the product. A trademark attorney can tell you when the use of the symbol is required.