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article imageGoogle world's top brand, first to reach $100-billion mark

By Chris V. Thangham     May 4, 2009 in Business
According to the annual BrandZ list, a ranking that identifies the world's most valuable brands measured by their dollar value, Google is the “Most valuable Global brand.” The company is also the first one to reach the $100-billion mark.
Despite the global economic slowdown, Google became the No. 1 brand and the first to hit a brand value of $100 billion. That is about $23 billion more than Microsoft which came in second with a brand value of $76.2 billion. These numbers are all published in the 2009 BrandZ Top 100 2009 Report (see PDF).
Among the top 10 rankings in this annual list, there are eight American companies.
Coca-Cola is ranked third ($67.6 billion); IBM is ranked fourth ($66.6 billion); and McDonald's placed fifth $(66.5 billion). The brand value of a company is calculated as shown in the following figure:
The BrandZ list is published by research firm Millward Brown Optimor. The total value of the top 100 most valuable global brands has increased by 2 per cent to $1.95 trillion.
Despite the global economic turmoil, where most key financial indicators have gone down considerably, brand names have stayed relatively steady said Joanna Seddon, CEO of Millward Brown Optimor:
"In the current environment, where the value of many businesses has fallen, brand has become even more important because it can help to sustain companies in tough times."
Seddon said those companies that continue to invest in their brand during the recession will succeed as the economy grows compared to those who cut spending.
To read the full report click here (opens in PDF).
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