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article imageGoogle named world's No. 1 brand

By Chris V. Thangham     Apr 21, 2008 in Business
Google has become the world’s most powerful brand surpassing other giant companies such as General Electric, Microsoft, IBM and Coca-Cola.
Millward Brown research company tracks 50,000 brands globally. Companies are whittled down based on certain criteria for its annual BrandZ top 100 list. Millward Brown's annual research takes into account the financial performance of a company combined with a measure of brand equity determined by a 100,000-strong global consumer survey and ranks them by the calculated “Brand Value”.
“Brand Value” it is the financial value of a brand, defined as the sum of all earnings that a brand is expected to generate. It is calculated as shown in the picture below:
Brand Value Calculation
Brand Value Calculation
Based on the calculated value, they ranked the top ten companies as follows:
“Rank” “Name” “Brand Value” “Percentage Change”
1. Google 86,057 30%
2. GE (General Electric) 71,379 15%
3. Microsoft 70,887 29%
4. Coca-Cola (*) 58,208 17%
5. China Mobile 57,225 39%
6. IBM 55,335 65%
7. Apple 55,206 123%
8. McDonald’s 49,499 49%
9. Nokia 43,975 39%
10. Marlboro 37,324 -5%
WPP-owned research company Millward Brown puts Google at No. 1 with an estimated value of $86 billion in its annual top 100 global brand power list for the second year in a row.
Google beat General Electric, whose value was estimated at $71 billion. They are followed by Microsoft at $70.89 billion, Coca-Cola at $58.2 billion and China Mobile at $57.2 billion.
Google increased its brand value by 30 per cent over last year.
Peter Walshe, the global account director at Millward Brown told Guardian, UK:
"Google's rank has been driven by fantastic financial performance and equity value."
Apple is also not far off, as their value is estimated at $55 billion. The company increased their brand value considerably from last year, up nearly 123 per cent. They were not ranked in the top 10 list last year.
Walshe added:
"Apple's 123% rise has proved to be from a mix of a slue of innovative products such as the iTouch, iPhone, Leopard and computers for which consumers have given the brand a lot of credit."
Apple will be launching the second generation of iPhones later this year and the company plans to release them in more countries so most analysts expect a higher brand value next year.
The top five remained unchanged year-on-year, with each company recording an increase in brand valuation by between 15 and 39 per cent compared with 2007.
Computer giant IBM has a brand value of $55 billion; fast food giant McDonald's brand value grew 49 per cent, putting the company in eighth with $49.49 billion; while Nokia was up 39 per cent, coming in ninth with $43.9 billion. Marlboro came in tenth and was the only company in the top ten that saw a drop in their brand value. Despite anti-smoking laws worldwide, they are still one of the top brands.
Here is Millward Brown's full report in PDF.
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